"For too many years, the legendary ateliers, boutiques and runways of Paris have only been open to a very lucky select few.We'd like to try to begin to change that, by inviting as many members of our Balmain Army as possible into our Balmain universe." Olivier Rousteing
The app features augmented reality content that can be accessed, for example, by scanning posters that have been fly-posted around Paris since last night. The first label's couture show in 16 years has been live-streamed through the app. A further option offers an immersive tour of Balmain's Saint Honoré flagship, with new content added regularly.
"We always said that Balmain will define a new communication strategy based on entertainment, based on inclusivity, based on authenticity, but also supported by a strong technological element," Balmain Chief Executive Officer Massimo Piombini.

The app is the final element of the strategy the brand is rolling out to launch the new monogram, the new logo, and to support overall the new communication strategy of Balmain.

While the first stage of the campaign will be centered on Paris, similar initiatives are planned for other key cities later in the year.