By Zahra Al-Kateb
Balmain’s creative director Olivier Rousteing has launched a sister campaign starring Joan and Erika Smalls, Kendall and Kylie Jenner and Gigi and Bella Hadid.
Shot by Mario Sorrenti, the campaign highlights the relationship between the sisters, inspired by Kim Kardashian and Kanye West’s Balmain campaign for Spring 2015. Rousteing said: “This season’s Balmain campaign was inspired by a brief, key moment that happened while we were shooting our last campaign. While I watched Mario capture a kiss last fall, I was struck by the love and emotion that I was witnessing in front of me. Starting with a determination to once again focus on the beauty of an intimate connection, my team and I quickly concluded that a celebration of the unique and unconditional love of siblings is a natural progression from the spirit of last season.”
The glamorized photographs depict the intimate relationship between the sisters, with Bella applying lipstick on Gigi. Brothers Armando and Fernando Cabral also feature in the campaign, striking a pose wearing Balmain’s new collection for men.
Rousteing is a designer who understands the overwhelming influence of pop culture and social media, boasting 1.3 million Instagram followers himself. His choice of models reflects this, with Kendall Jenner boasting 31 million Instagram followers alone. His clothes are adorned by celebrities all over the world, from Rihanna to Beyonce to Katy Perry.
Take a look at our gallery for more pictures from the campaign.