.ORousteing announced a “virtual showroom” to house Balmain’s cruise collection
Today, on his personal Instagram account, Olivier Rousteing announced a “virtual showroom” to house Balmain’s cruise collection. To the tune of Michael Jackson, the creative director posted several videos, including one that featured a cursor clicking into a digitally enhanced image of the brand’s flagship store in Paris floating on a body of water.
An avatar of the designer himself dressed in a double-breasted jacket appears on the screen to introduce the clothes and refers to the new offering as the “Zoom collection.” The Sims-style rendering of Rousteing is pretty uncanny.Rousteing’s foray into this new cyber reality feels like a natural move for the designer. In the last few months, he has been an irrepressible presence on social media, sharing his—and when it comes to work, plenty of his sketches, too.
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