Under the Creative Direction of Olivier Rousteing, Balmain has become one of the world's largest fashion brands. He is one of the youngest living designers to be appointed as the head of a large french fashion house. I created this campaign as a concept for the brand. I feel that the brand caters to an older demographic, despite having such a young designer. Their demographic is typically older rich women. This campaign was inspired by one question “what if the brand was run by younger creatives as well?”. These shots are manifestations of what I think the brand would look like, had they catered to a younger audience. Playing with iconic codes from the house, and mixing them with a new edgy look and feel.