Fashion designer Kevin Germanier. Image by Alexandre Haefeli
As the fashion industry comes under scrutiny for its environmental credentials in an age of sustainability, one young designer is showing a way forward. Paris-based Kevin Germanier designs high-end clothes with upcycled fabrics and beads he culls from other brands. Far from being earnest and worthy, his designs have real sizzle, as Kristina Spencer discovers
The fashion industry is one of the world’s biggest polluters. It emits more carbon than international flights and maritime shipping combined. While the high turnover and volume of production of fast fashion is a major contributor, how do luxury brands affect the environment? With some maisons producing as many as eight collections a year, it seems inevitable that the sheer amount of output must produce waste. However, as consumer values change and conscious consumerism is on the rise, a new generation of designers is paving the way for a sustainable approach to glamorous, daring fashion. Kevin Germanier is one of them.
Germanier is only 28. The Central Saint Martins alumnus showed his first collection in 2017 and it was immediately scooped up by MatchesFashion, the London-based luxury e-tailer. It comes as no surprise: Germanier’s high-octane collections are as sustainable as it gets, with everything from zippers to buttons sourced from materials discarded by other designers and brands. His garments are covered in crystals, a deadstock (unsold stock in new condition) supplied exclusively by Swarovski, who has collaborated with Germanier since he launched his eponymous label.
Growing up in Valais, Switzerland, Germanier always knew he wanted to be a fashion designer, spending his childhood draping fabrics over his siblings. His foundation year was spent at Geneva University of Art and Design, but it was London-based Central Saint Martins he pined for. Germanier applied, having told nobody but his flatmate at the time, and after seven interviews, he was in. “My first thought at the time was, ‘Oh God, I have to tell mum and dad!’” he laughs. His parents allowed him to go, but under one condition – he must finance his studies himself. Over a summer, Germanier saved up enough money and moved to London.
Image by Alexandre Haefeli
His sustainable approach did not come about as the result of a practical PR decision; it was merely a way to make ends meet as a student. Instead of buying expensive calico, Germanier went to Brick Lane in east London and found old duvet covers, and his flatmate gave away her deadstock. Some classmates rolled their eyes, but Germanier thrived. “It is harder to find beauty in trash than to go to Shepherd’s Bush, where I can buy anything. I needed to be creatively challenged.”
The industry has changed since Germanier’s first year at Central Saint Martins. These days, sustainability is in vogue. “When I started, nobody cared, and now everyone is an upcycler and a sustainability student, which is a good thing,” he admits. “But when people use sustainability as a marketing tool, that’s when I find it problematic. It should be the norm; what I am doing is normal.” It was hard to source materials at the beginning, but as the word spread, his social media was flooded with messages. “People frequently offer 25 metres of organza or 25 buttons, and I say yes to everything – and find a way to make it work.”
Now in his sixth season, Germanier continues to create feminine, unapologetically glamorous silhouettes with a disco aesthetic. There are glitter-strewn dresses, sculptural jackets and statement coats, sparkling with rainbow-hued Swarovski crystals. There is a strict ‘no black’ rule, despite always wearing black himself, because “no customer is coming to Germanier to buy black trousers”. While fashion schools are frequently criticised for the lack of business education, Germanier has managed to strike the delicate balance between creativity and pragmatism, which, by his own admission, must be due to his Swiss roots.
Björk wearing a Germanier outfit at the We Love Green Festival, Paris, 2018. Image by Santiago Felipe/Getty
His adaptability is another asset. “It is one of my biggest strengths – I am very flexible,” he says, remembering how quickly he got rid of trousers that had beads on the back. A friend wore them for a day and could barely sit. “I learned to adapt the fantasy in my brain to the reality of my customer.” Germanier has had his fair share of the red-carpet moments – he has dressed Björk, Taylor Swift and Kristen Stewart, amongst others – but ultimately, the voluptuous Björk dress cannot be worn in an Uber and even celebrities change into comfortable clothes after pictures get taken at the Met Gala. “There are two ways of conceiving your business; there are your press outfits and commercial pieces, but they can still be extremely creative. You have to play on both sides, and I love it.”
The 2020 coronavirus pandemic has exposed the fashion industry’s vulnerabilities: retailers have filed for bankruptcy, brands have sold stock with unprecedented discounts, and designers came together to decry the never-ending global tour of fashion weeks. Germanier barely bats an eyelid because he does not carry any stock. “The calendar is not relevant at all. I don’t follow seasons. When it’s hot in Hong Kong, it is cold in Alaska. And we don’t follow trends. We use leftover fabric that was trendy in 2017. Eight collections a year is just too much product, and a good product takes time… People still need to get dressed, but they don’t need seven bags per week from the same brand.”
So, what is next for Germanier? “The launch of our website, the presentation of the new collection in September,” he says. “And we have made six new looks for Sunmi, the K-pop superstar. I am also currently working on an amazing order and Germanier is going to continue its slow ascent. It is hard to predict what will be next but we are fortunate enough to be able continue what we have built so far.”
Various looks from the Noir Kei Ninomiya SS20 show, with headpieces by flower artist Azuma Makoto
The weird and the wonderful come together in the extravagant creations of fashion designer and Comme des Garçons protégé, Kei Ninomiya. Harriet Quick gets to the heart of the extraordinary imagination that produces such challenging yet enthralling designs
Kei Ninomiya
First encounters with designers can leave strong impressions. So, visiting the Comme des Garçons showroom on the Place Vendôme in the heart of Paris and finding Noir’s founder Kei Ninomiya engulfed by one of his voluptuous, frilly topiary tulle creations, laughing and eyes glittering remains a portrait of joy. Wearing his trademark leather jacket, Mohawk and wispy sage-like beard, Ninomiya is a rebel with a cause. “I wanted to create a collection of this time, one driven by pure creation, something new and green,” he said, surrounded by gigantic bouffant gowns and headgear fashioned from live cacti, moss and Boston ferns.
Two mannequins are dressed in what could be best described as chandelier gowns made out of handmade chain-linked Perspex pieces cut to resemble giant snowflakes and cacti headpieces made by his collaborator, flower artist Azuma Makoto. The two flapper girls seemed to have been jettisoned from 1920s Paris and reborn via Ninomiya’s fertile imagination. On the rails, huge gowns fashioned from myriad hand-linked tulle flowers invite one to plunge an arm into the innards of the bizarre garments. Elsewhere, black leather harnesses encage a rippling tulle dress alongside a cocooning number crafted from dense clusters of wool, Cellophane nylon and tulle in shades of green.
Fashion design is a rare skill that relies on a sense of prescience. We talk about living in harmony with nature but Ninomiya pushes the aspiration du jour to a surreal, immersive extreme in his spring/summer 2020 collection. Noir’s work engulfs, terrifies and delights in equal measure. Imagine a future world where you could grow your own dress and morph into some kind of a supernatural eco-being or pull a cloud from the sky and wear it or emerge from the sea in a flamboyant seaweed number? That the showroom sits slap bang opposite the newly restored manicured splendour of The Ritz adds another layer of weirdness.
Backstage at the Noir Kei Ninomiya SS20 show in Paris
Yet Ninomiya, who receives praise and attention bowing and clasping his hands in humility, is not given to explanation. Like his mentor Rei Kawakubo, for whom he began working in 2008 as a pattern cutter at the age of 24, he studiously avoids meaning. Ninomiya wants Noir to speak for itself through the performance-like Paris collections (spring/summer 2020 is the fourth), in-store presentations and, poignantly, when worn IRL.
The meticulous, ingenious engineering of his garments (stitches are rarely used) and the compulsive viscerality (touch, bounce, rustle, clink, stroke) speak louder than words. His shows frequently leave even seasoned critics discombobulated and enthralled. “I wouldn’t want to explain any message in my collections,” says Ninomiya when pressed on the connection between fashion and the environmental crisis. “I always look to create powerful and beautiful collections. As a result, they may link with the power of nature,” he concludes.
Yet brilliant designers, particularly those backed and incubated by Comme des Garçons (CdG), one of the most influential fashion houses of our time, do not create in isolation. They are plugged into the pulses, anxieties and aspirations of everyday life. Right now, issues to do with nature and ecology are triggering a swell of angst across the globe. In reaction, there’s a return to small-batch production, a renewed appreciation of the handmade and a quest for individualism and diversity. Noir seems to be capturing all those currents. For Ninomiya the process is instinctive. “I was first attracted to fashion and to making as a means of expressing ideas,” says the thirty-five-year-old who grew up in the southern Japanese city, Ōita.
Noir’s SS20 collection on the runway in Paris
Fashion’s relationship to the planet came into sharp relief at the close of 2019. The spring/summer fashion season came slap in the centre of a global climate-crisis awareness campaign, with Greta Thunberg (in flaming pink) thundering at the United Nations, Extinction Rebellion staging protests at the Victoria Beckham spring/summer 2020 show in London, and Oxfam joining forces with stylist Bay Garnett and model Stella Tennant to urge everyone to up-cycle their wardrobes for the month of September. Kering-owned Gucci announced its commitment to going carbon neutral by offsetting its environmental footprint with reforestation. Material scarcity, climate change and the awareness of excess landfill and wardrobes bulging with unworn clothes placed a spotlight on the business and fell heavily on every fashion lover’s conscience.
Some brands charged towards up-cycling initiatives, others re-examined minimalist, timeless aesthetics, and many took nature and naturalism as a guiding aesthetic or motif. Whichever direction was taken, it was evident that the fashion business at large was experiencing some kind of existential crisis. Yet indirectly and subversively, the Noir collection offered solace and optimism in the face of crisis.
Ninomiya and his small team use man-made and natural fabrics, vegan and real leather but the vision is brilliantly of now. “We employ handicraft to achieve what conventional sewing cannot do, like making volumes or using the construction techniques that we use here. Some collections start with exploring the technical aspects, but it’s different every time. This time round, I began with an image,” he says. As regards the engulfing volumes, Ninomiya remarks: “I haven’t really thought about it. I just follow my principle to make something powerful and beautiful, so the pieces often end up being big in size and volume.”
A look from the Noir Kei Ninomiya SS20 show
It seems the more banal and mundane the middle market of fashion becomes, the more outrageous and unpredictable the true creators will be. Ninomiya has one of those rare spatial imaginations, like an architect, that is capable of creating new forms with unconventional methods. Techniques might include chain linking (beloved of sixties entrepreneur, Paco Rabanne), invisible snapper and tab fastenings, grommets and rivets. The construction methods actually create the decorative effects as well as the structure. Peer inside a Noir piece and you will be astonished to see an inner matrix that resembles a molecular science model.
The craft/tech/engineering route gives Noir clothes a sense of substance and newness and plays into Japan’s rich tradition of technical innovation that supercharged the country’s economy in the post-war years and made the nation a subject of fascination and fetishisation in the 1980s. That was when Rei Kawakubo dropped a bombshell on the bourgeois traditions of Paris couture with her thunderbolt 1982 Holes collection of deconstructed, raw-edged gowns worn by androgynous waifs. Here was an unknown Japanese designer suggesting that frayed fabrics and bag-lady layers were the apex of style. Intellectual circles were quick to adopt the controversial look. Nearly two generations of designers have been inspired by the impact of Kawakubo’s radical work. We have come to expect experimentation, innovation and rigorous quality from a country that still values and rewards its true artisans.
Ninomiya grew up in the 1990s. After studying French literature, he moved to Europe to attend the prestigious Royal Academy of Fine Arts in Antwerp. During a holiday period, he returned to Japan and applied for a job in the CdG studio. Kawakubo was impressed by the young designer’s meticulous work and hired him. Ninomiya never finished his studies in Antwerp and worked in the studio for the next four years before Kawakubo invited him in 2012 to launch his own line under the company umbrella. International acclaim slowly grew with his move to Paris in 2015 and now invitations to his shows are among the most sought after.
To put Noir in context, it helps to understand the bigger Comme des Garçons International universe that is run by Kawakubo and president and partner, Adrian Joffe. It expands across several CdG labels, including accessories and the extensive perfume range, Ninomiya’s fellow protégé Junya Watanabe, and Noir (since 2012). CdG also operates as an investor, backing labels including Gosha Rubchinskiy and helping with distribution and production. Youths in Balaclava, (designed by a collective of polymath twenty-somethings from Singapore) is the latest launch.
Backstage at the SS20 Noir show
These labels and many more invited brands (including Alaia, Dior, Gucci and Balenciaga) are sold through a growing network of Dover Street Market (DSM) retail emporiums that first sprung up, hence the name, on Dover Street in London’s Mayfair. The string of alternative emporiums now stretches to Los Angeles, Tokyo, Singapore, New York and Beijing. In Paris, a dedicated beauty emporium has recently opened. “Risk”, “instinct”, “experience”, “community” – these are all terms that Joffe uses frequently in the description of DSM stores that were originally inspired by Kensington Market, a cult underground streetwear market in 1970s London. The privately owned company now has a turnover of hundreds of millions of dollars.
“As all others designers of the company, Ninomiya works freely, without constraints,” says Joffe. “He respects Rei’s work a lot and Rei respects his creations, too. The relationship is all based on mutual values. Rei trusted him from the beginning, as I do. We let him be free and Comme des Garçons is proud of what he achieves”. Joffe adds, “He is offering his vision linked to the world he is living in. I don’t know what he has in mind during his creative process as we never know what each is doing in advance.” The CdG collective is essentially an ecosystem and operates in contrast to the corporate micro-controlled worlds of LVMH or Richemont.
But then Kawakubo set the template early on. “I have always pursued a new way of thinking about design by denying established values, conventions and what is generally accepted as the norm. And the modes of expression that are important to me are fusion, imbalance, unfinished, elimination and absence of intent,” says Kawakubo at the time of The Met monograph show ‘Art of the In-Between’ in 2017. The biker jacket-wearing designer, now 78, named her own label after a Françoise Hardy song lyric. Kawakubo sees CdG as a guild of highly skilled designers, fabric experts and pattern cutters. Andrew Bolton, the Wendy Yu Curator in Charge at The Met’s Costume Institute, calls this play between creativity and commerce an example of what Andy Warhol dubbed “business art”. “Rei Kawakubo works in the fashion system but on her own terms. It is a much more elegant way to disrupt,” says Bolton.
Another look from the SS20 Noir collection by Kei Ninomiya
Yet while the creativity on the catwalk is unsurpassed, what CdG does exceptionally well is ‘declining’ those ideas into wearable clothes. At the core of the Noir collection are cropped leather and faux leather jackets with intense detailing such as weather quilting or chains, and ruffled slip dresses and skirts, and sheer jackets, all with an elegantly rebellious, mischievous edge. The collection sells worldwide in avant-garde retailers such as Leisure Centre in Vancouver as well as Net-a-Porter. “Noir always puts on an incredible spectacle and although trends are always changing and evolving, Noir maintains its values,” says Libby Page, senior fashion market editor at Net-a-Porter. “Ninomiya is good at taking the idea from the runway and translating it into more commercial pieces in tulle and leather. The tulle tees are always a hit.”
Fans of Molly Goddard tulle gowns, Simone Rocha’s punkish romance, Sacai’s hybrid design (the label’s founder Chitose Abe is another former employee of CdG), and Martin Margiela would equally appreciate Noir’s puckish charm. All these designers reject glamorous cookie-cutter ideals of femininity and share a love of the colour black. Ninomiya relishes the many different shades of black, and any colours he uses are complimentary, such as the white and verdant greens for spring. The AW Rose collection featured sheer black layers, dried rose headgear, black-mask eye make-up and ruffled petticoat skirts. The parade of models, looking like they had fallen out of a Goya portrait via a Parisian club, offered up a twisted reverie on romance and love.
Noir’s cult reputation is growing apace. Remo Ruffini, CEO of Moncler, invited Ninomiya to create an innovative capsule of down-filled jackets for the brand’s Genius line alongside established players such as Mary Katrantzou and Valentino. But Ninomiya remains pure play and noirishly enigmatic. “Creation is what matters most and I would like to continue that in a sincere way,” he concludes.
Olivier Rousteing with models, including Cara Delevingne, after Balmain’s SS19 show at the Hôtel de Ville in Paris
The French label Balmain, known for its 1950s couture, has been turned into a leader of the 21st-century pack by its creative director Olivier Rousteing. Harriet Quick meets him at his lair in Paris to discuss glamour, music and diversity
“Glamour never went away but right now we don’t like to like glamour – it’s something taboo, a guilty pleasure. It is easier to say a grey oversized coat is chic and beautiful,” says Olivier Rousteing. Over the past eight years as creative director of Balmain, Rousteing has started a brilliant new chapter in Parisian glamour with his continual reinvention of the fashion lexicon, with his signature ballast-shouldered d-b blazers, crazy beautiful embellishments, and architectural silhouettes conceived for megawatt impact. There are many neutral, minimalist suits and swishy plissé skirts designed for 2019. He’s the master of unapologetic va-va-voom, the kind that is rewarded with fire-flame emojis on Instagram, the kind that speaks of female empowerment, dynamism and a knock ’em-out fighting spirit, a message that the brand spreads far and wide.
Balmain’s spring/summer 2019 collection, staged late last year under the frescoed ceilings of the Hôtel de Ville in Paris, was a paean to the extraordinary depth and breadth of culture in the capital, to Rousteing’s own exploration of it and to Parisian savoir-faire. Model and actress Cara Delevingne opened the show in a sculpted metal bustier, a fluid white satin trench with exaggerated shoulders and utility trousers that would suit a modern-day Cleopatra. Extreme fan shapes in triple organza arched over the torso like an unfolded concertina, micro dresses were constructed out of a mosaic of Plexiglas and black graphic knits boasting white hieroglyphics. “We’ve also riffed on the origins of modern-day Paris – and, actually, modern civilization itself. My fascination with the impressive obelisks, pyramids and columns that date from Napoleon’s campaigns and adorn this city’s most iconic public spaces is reflected in the collection’s many references to Egypt,” says Rousteing of his tour de force.
There are no half measures with Rousteing and he admires designers who work with similar conviction. “In my eight years as creative director, we’ve seen so many strong trends. I’m a huge fan of Demna Gvasalia, Hedi Slimane, Phoebe Philo and Raf Simons – they have visions and strong points of view. When I saw the hyper-real street wear of Vetements, I was happy because it is refreshing, but it doesn’t mean I have to do that. In fact, the opposite – you have to become more you. One might like or dislike Balmain but it keeps a fan and customer base, and you have to challenge and be relevant every season,” says the 33-year-old.
Olivier Rousteing, photographed in Paris in 2017 by Pascal Dangin
“I love what is figurative and what people can see. I use a lot of patterns and craftsmanship because I love the first IMPACT! But just because a piece is shiny does not mean there’s no depth. It’s so easy to say ‘bling’ but that means nothing. A piece can be shiny and be created with so many innovative artisan techniques – it is more than surface. The Tour Eiffel is impressive with or without lights; I hope, night or day – these clothes can stand up,” says the designer who joined Balmain and became its studio manager under his predecessor, Christophe Decarnin, in 2011. Previously, he had worked as Peter Dundas’s right hand at Roberto Cavalli, excelling in that brand’s neo-bohemian glamour.
Balmain is majority owned by the Qatari investment fund Mayhoola, which is also behind Valentino, Pal Zileri and Anya Hindmarch. The luxury investment business that is supported by the emir of Qatar paid around $560 million for Balmain in 2016. The operations of the royal family-owned luxury investment business is secretive, with turnover figures for the brand undisclosed. To date, 80% of the turnover of Balmain has been at wholesale with collections for men, women and children being sold into multi-label boutiques and department stores around the globe. Success at wholesale equates to customer loyalty, which is impressive in this era of promiscuous label shopping. This year, under the new CEO Massimo Piombini, there is a major expansion into brick-and-mortar stores, with flagships opening in Miami, Moscow, Paris, Rome and Las Vegas. “Piombini is daring and is not afraid, and I love to push the limits of design. This is the base of making a great business in fashion. With Mayhoola, we want to make the business BIG and push it to the next level,” says Rousteing. Currently, Balmain employs 350 staff with 25 in the design studio.
This year has also seen new developments with the launch of a demi-couture collection entitled ‘44 François Premier’ (it carries the address of founder Pierre Balmain’s original atelier); a twice-yearly women’s wear capsule called Episode, which is showcased during the menswear shows; and a big boost to shoes and handbags. The line ‘Beauty’, following a capsule line with L’Oréal, is in the works. In total, Rousteing designs 14 collections a year.
Balmain SS19 ready-to-wear collection
The shift into demi-couture is significant in its appeal to a growing number of younger couture clientèle. Where a typical heavily embellished cocktail dress might cost £2,500–4,000 in ready-to-wear, a gown in ‘44 François Premier’ is £20,000 and up. “The line is not about trend or future forecasting; it’s about beauty for beauty’s sake, with iconic pieces; we have a huge market for that with so many celebrities embracing the brand,” says Rousteing, whose designs were inspired by his delving into the archives and by the golden years of Pierre Balmain, who dressed Hollywood, socialites and royalty in his exuberant designs in the mid-century. For Rousteing, the jewel-coloured ‘Dynasty’-style gowns, with their gigantic ruffles and furls and sinuous Grecian drapes as well as hand-crafted embellishments by Maison Legeron (a long-established maker of fabric flowers) proved a timely recalibration of the couture dream. The line quickly picked up red-carpet strikes with Lupita Nyong’o and Penélope Cruz parading looks at summer premieres.
Rousteing’s latest show was streamed live to the few lucky owners of Oculus VR headsets. While virtual reality has been used by brands including Chanel (in exhibitions) and Dior (in VIP presentations), the VR stream flagged up the digital savvy of Rousteing who embraced the peer-to-peer power of social media and Instagram (where he has five million followers) early on, much to the snobbish dismay of the old luxury elite. “We always have to remain two steps ahead,” says Rousteing, thumbing the shiny gold Balmain buttons on the shoulder line of his cashmere Breton sweater as he sits behind a vast desk of brown marble and bronze.
Balmain’s new store in Miami
The contemporary take on the Parisian dream is epitomised in the micro-detail of the scintillating embellishments, as much as it is in the flagship interiors. The stores offer a new version of the traditional hôtel particulier with white stucco interiors, gilded mirrors and parquet floors that you could skateboard across, with the associated uptight, cloistering atmosphere banished. Likewise, the virtual universe is vibey with campaigns directed as pop videos. Cue the sonic autumn campaign video entitled ‘The Balmain Beat’ (their ad campaign using a series of films) directed by Jake Nava who has worked with Beyoncé and Britney Spears. It features a group of disparate performers including Milla Jovovich and Daphne Guinness in diverse locations in Paris, from empty office blocks to an 18th-century folly, drawn together by a spontaneously evolving tune played out on found instruments. It shows off the brand’s hero bag – a classy BBox bag with a medallion clasp – and clothes that vibrate with neon colour and metallic sheen.
Watch ‘The Balmain Beat’ Fall/Winter 2018:
What are his views on social media? “It’s a fantastic communication channel yet we have to be careful. Five years ago what I loved was the transparency and authenticity of social media – it was spontaneous and honest. Right now, it’s too commercial and you lose the magic of honesty and credibility. The millennials are not going to like it, as they don’t want to feel trapped,” he says.
In the Balmain world, real or virtual, music is a constant. Prince’s ‘When Doves Cry’ was the opening track to the spring/summer 2019 show. “We are witnesses of our time. I’m very passionate about inclusivity; I’m mixed race myself, and I look for diversity in everything I do. And listening is a key to that inclusivity. There’s a rhythm of life happening all around us. You won’t be scared of what happens tomorrow, if you take the time to listen,” says Rousteing.
Rousteing’s ‘lair’ is a spacious glass-walled office on the top of a six-floor HQ in a narrow street in the 8e. The brown marble and bronze desk, stacked with piles of books, devices and leafy plants, is his own design. While he is working, at the gym, or sketching, loud music is his constant companion. His catholic taste includes David Bowie, Rihanna, Ed Sheeran, 80s electro pop, rock and roll, and RnB. His spring/summer 2019 menswear was devoted to Michael Jackson, with its sequin jackets, rolled-cuff denim and white sock/patent shoe combos.
Rousteing is one of the few black designers currently at the helm of a major brand. Recently, Virgil Abloh was appointed head of menswear at Louis Vuitton, but the numbers are tiny. Independent talents, who have the black experience at the heart of their work, include Duro Olowu and Grace Wales Bonner in London; Stella Luna in Milan; and in New York, Telfar, Pyer Moss and Shayne Oliver.
He has brought pop into fashion and fashion into pop and, by virtue of that ambitious confluence, has opened up a once tired old fashion house to the world. Balmain resonates with a vast audience that exists in and beyond the relatively limited fashion devotee circle. His collections are anthems built on a masterful spectacle and pageantry. He works closely with Rihanna, who first visited his studio in 2013, and he has created hundreds of looks, running the gamut from Egyptian goddess to American high-school denim and sweats, for Beyoncé and her crew for Coachella 2018. A limited-edition line was released shortly afterwards.
Balmain SS19 ready-to-wear collection
“Sometimes people love the tortured element of fashion – depressed, dark and wounded – and there is a depth and struggle in my clothes, but I am pudique (modest). I don’t like being in your face with the torment of creating my clothes,” says the designer who wears no sign of angst on his dewy, unlined complexion. Rousteing has a naturally mellifluous voice and a gentle, warm smile that mellow his fierce rhetoric.
While Rousteing might be a champion of diversity, global messaging and universality, he also remains particularly and brilliantly French. He upholds the values of Parisian glamour that he first fell in love with when a young boy of mixed race raised by adoptive parents in Bordeaux, gazing at images of Iman, Betty Catroux and Catherine Deneuve with their just undone coiffures and smouldering sexuality. He faced adversity (although he does not go into details) but one can assume that a bourgeois city in south-western France might not have been as liberal as it appears now.
“I’m obsessed with being French. I am not conservative but I love to push traditions to the next level,” says the designer who joined Balmain at the young age of 24 and brought about radical change making the brand diverse, inclusive, ‘empowered’. Those values, championed by the greats in the 1960s and 70s – Pierre Balmain and Yves Saint Laurent included – had fallen by the wayside in the following century. Now, a more humanistic approach is considered a vital ingredient of contemporary fashion. Frenchness to Rousteing is about creativity, breaking boundaries and yes, freedom, liberté, egalité and fraternité. His own ‘nest’ is in a light-filled Haussmann-heritage building in the 11e that is a contrast of bold minimalism and flamboyant baroque style. His pride and joy is a vast sculpture of a bronze eagle that boasts dazzling amethyst rock. Thinking about the price of Balmain demi-couture, I ask the designer what he would do with 40,000 euros. His answer is a big slab of brown marble to create a piece of furniture from, to go alongside the gym. “I love the way light dances off marble,” he says.
“Being too popular? I’ve never understood that language. Democratising is not something that’s not luxurious. People talk about chic, about style, about proportions, about the front row, but who is defining these words today and what do they mean? If you take a dictionary 20 years or 100 years from now, you will have new words and new meanings and it’s time for fashion to take on a new meaning.”
