I have noticed some time ago the difference between Balmain Army and Alexander Wang Army. Social media is full of hashtags and photos featuring celebrities wearing their collections so I thought I should take the subject further. Fashion industry has a lot of designers who are trying to associate their brand with celebrity friendships and social media feeds but not all of them do it right.
“My Balmain woman is not just one woman – it’s an army of girls, it’s an army of women. They are glamour warriors. They have confidence, they are proud and they are not afraid to say what they love, what they want to be and who they are. What is really important for me is to have strong women who have personalities.”
Olivier Rousteing’s Army is a fashion clique that features the IT-girls we see on social media, in the tabloids or TV. This strong aliance between the brand and these celebrities is a smart marketing move even if in reality he is or not good friends with them.
It’s a smart move for the Balmain brand and its image to align with the social media generation and for Olivier to have the world’s popular girls to present his clothes.
“When you see my clothes on my girls you can identify with the clothes and the personalities. I think designers sometimes forget that you are designing clothes that women will actually wear, that they will dream of.”
On every social media he makes sure we see his photos partying with The Kardashians and Jenners, Rihanna, Rosie Huntington-Whiteley, Nicki Minaj, Gigi Hadid and more.
Although Taylor Swift’s squad is on his team, Chrissy Teigen, Justin Bieber and many more, he focuses a lot on Kim Kardashian and her family. Many people would think that is not a smart move at all since The Kardashians are hated all over the world but what I think instead is that they definitely know how to do business and how to keep themselves in the media’s attention.
Last year, Kanye West, Vic Mensa, Sia and Olivier Rousteing collaborated on a music video called “Wolves” for the Balmain Autumn/ Winter 2016 campaign, featuring Kim Kardashian, Joan Smalls, Jourdan Dunn, Francisco Lachowski, Josephine Skriver and Alessandra Ambrosio wearing the clothes.
After the release he told VOGUE: “With music, you talk to an entire generation, where sometimes with fashion, you don’t talk to an entire generation because not everybody gets magazines.”
Alexander Wang Army
This army is slightly different from the other one. Why? While Balmain is all about luxury and glamorous parties, Wang brings a Brooklyn and hard rock party vibe to his brand,“cool, urban, downtown”, as Alexander said. That when you see the difference between Paris and New York City.
Although this brand is more sexual than Balmain (as we see in his videos and ads), Wang still has his way when it comes to use celebrities for popularity but still to be private.
While Olivier makes his connections with glamorous celebrities that are all about the glam life, Wang uses models (mostly) that are known for their non-make up looks and their rebel personalities.
For his collection for Fall/ Winter 2015 he wanted to go for “a heavy goth moment” so the hairstylist dyed a few of the girls black for dark look.
Just like Balmain, Wang’s Army features rappers too like A$AP Ferg, Big Sean, Tyga, and other celebrities like Kendall and Kylie Jenner, , MØ, RL Grime, Skrillex. Here’s the video for Alexander Wang F/W 2016 Campaign.