It has been reported that, with over 1 million followers, Olivier Rousteing has become the most followed French fashion designer on Instagram. The social media-savvy 28-year-old certainly knows how to play to the camera with his collections, and his front row.
This season Kim Kardashian returned with her mother Kris Jenner and husband Kanye West to, once again, watch her sister Kendall Jenner walk the Balmain catwalk. But the usual internet frenzy that follow Kimye wherever they go went into overdrive upon seeing Kardashian’s new blond peroxide locks. Nothing beats a front row A-list celebrity making news for an uptick in online traffic and marketing exposure.
And how about a runway filled with plissé palazzo pants, see-through lace jumpsuits, red and purple confetti print ensembles and shimmering showgirl-beaded fringe tops to inspire countless slow motion snippet videos, vivid catwalk snaps caught with a cell phone and stop action shorts on Vine? There is a reason after all that Rousteing broke the 1 million users barrier.
Ostensibly this show was meant to be a celebration of Paris as a global melting pot of cultures, races and religions. A cosmopolitan capital city that embraces all and refuses nothing.
But in the show, this turned into a potpourri of sartorial touchstones pulled from different decades. There were corrugated ‘80s style ruffle skirts, there was a ‘90s MC Hammer vibe to some of those wide-cut shimmering pants. The color palette mix of emerald green, purple, sapphire, orange and marigold were hues favored in the ‘70s. And one color block sweater had a Mod sixties vibe.
But as any cook will tell you, just throwing a lot of your favorite ingredients together doesn’t guarantee a winning recipe. Rousteing needs to learn how to feed his brand’s clientele as well as he knows how to sate the hunger of his online followers.