BALMAIN 
X
EVIAN 

For his creations for the Balmain x evian Collaboration, Balmain Creative Director Olivier Rousteing underlines his distinctive outlook, blending a reverence for the past with a determination to continue pushing fashion forward.

As Olivier Rousteing has made very clear, he believes that one cannot prepare for a future without first having a true understanding of the past. That explains why Rousteing has spent so much effort searching for truths about his own origins—an emotional journey that was recently documented in the award-winning film, “Wonder Boy.” In addition, while overseeing over ten years of runways at the historic Parisian fashion house, Rousteing has been dedicated to building upon the impressive legacy that founder Pierre Balmain left behind. Rousteing’s “Renewed French Style” is an unmistakable continuation of the audacious, fresh and feminine “New French Style” that Pierre Balmain boldly introduced in his very first couture collection—a 1945 presentation that wowed witnesses, making very clear to all present that post-war Paris was destined to soon regain its title as the fashion world’s capital.

But, as Olivier Rousteing points out, one should never confuse a reverence for heritage with a reluctance to innovate for the future. “Of course, I rely on the richness of this house’s archives for inspiration and the incredible traditional savoir-faire of Balmain’s legendary atelier to make my designs possible,” notes Rousteing. “But I am determined to use those tools in entirely new ways, in order to create surprising, innovative and—above all—modern collections. My team and I are always on the lookout for inventive solutions that would allow us to use time-honored Parisian finesse to masterfully perfect the latest 21st-century breakthroughs in tech, craft and tissue. And that’s why we really loved exploring all the possibilities for this Balmain x evian partnership.”

Highlighting the deep commitment that Balmain and evian share for a more sustainable future, the collaboration centers on a truly modern couture creation, crafted from a singular fabric woven in part from threads created from recycled evian bottles (evian rPET flakes). Since a high percentage of the fabric relies directly upon recycled plastic, it easily meets the exacting standards of the GRS4.0—The Global Recycled Standard Certificate, one of the most difficult sustainable standards to meet in the fashion industry—which requires that at least 20% of a certified product be created from recycled materials. And since the couture gown’s fabric is a mono-material tissue, it would also be easy to recycle.

Olivier Rousteing played with the unique sculptural possibilities of the innovative tissue to place the focus squarely on water’s purity and power, riffing on the hypnotic and magnetic pathway of a whirlpool. Expert pleating multiplies the fabric’s ever-changing, aquatic-like brilliant shimmer and sparkle, while volumes mimic the maelstrom’s seductive swirls, which encircled the central vortex of the model who premiered this creation during Paris Fashion Week’s Balmain Festival celebration, on the evening of September 28th.

Another key component of the collaboration, Olivier Rousteing’s design for the unique, limited-edition Balmain x evian bottle will be available for purchase from the 26th of October at leading retail destinations across the United States and Europe, as well as on evianchezous.com. The complex and ornate pattern covering the familiar evian glass silhouette replicates the signature Baroque embellishments that add drama and richness to every one of Rousteing’s collections for Balmain. As the designer explains, those forms channel historic adornments that surround and inspire him: “When I walk the avenues of Paris, I am constantly drawn to the examples of Baroque ornamentation set atop this city’s most impressive monuments and structures—and that distinctive beauty is often echoed in my work. Knowing that flamboyant Baroque flourishes are so often paired with priceless materials to frame some of France’s most splendid creations, I cannot think of a better pattern to highlight the precious contents of evian’s bottles: incomparably beautiful, crystal-clear natural mineral water.”

 

To celebrate the launch of the limited-edition Balmain x evian bottle, a special grouping of evian x Balmain Army members stars in an inspirational campaign video that focuses on Olivier Rousteing’s distinctive dedication to building upon heritage, while always pushing for the needed changes that will help to ensure a better tomorrow.

 

 

More than 75 years ago, when Pierre Balmain first introduced his “New French Style,” it immediately became clear to all that his eponymous house was offering a distinctly fresh, bold and feminine conception of haute couture, one which broke with many of the well-established conventions of the era. His audaciousness paid off. Pierre Balmain became one of the handful of young French talents who ushered in the mid-century’s golden age of couture and helped to re-establish Paris as the world’s fashion capital. Since 2011, Balmain Creative Director Olivier Rousteing has been inventively building upon Pierre Balmain’s extraordinary legacy, while always remaining true to his own determination to design clothes that reflect the way his inclusive, powerful and global Balmain Army wishes to live today. The result is a unique and instantly recognizable Balmain silhouette, style and attitude that highlights the singular craftsmanship of the house’s celebrated ateliers, while consistently referencing a rich Parisian heritage.

evian® natural mineral water comes from the heart of the French Alps, a unique geological site in the world. For more than 15 years, it travels through the rocks, where it picks up minerals. The brand has been working for 30 years to preserve natural surroundings of the source, in an effort to preserve evian® natural mineral water’s exceptional quality for generations to come. Natural and uniquely balanced, evian® natural mineral water is a healthy choice throughout the day. evian®, a Danone brand, embraces the company’s One Planet. One Health vision that the health of the people and the health of the planet are interconnected and therefore seeks to protect and nourish both. For more information on Evian and the planet, please visit https://www.evian.com/en_gb/

The couture gown that Olivier Rousteing designed to mark the Balmain x evian partnership premiered on the September 28th runway presentation of the Balmain Spring 2023 collection, a key element of the Balmain Festival, which forms part of the official Paris Fashion Week calendar. Rousteing, his design team and the skilled artisans of the historic Balmain atelier have worked together to craft the sculptural gown from a singular sustainable fabric. 46% of the threads weaving that fabric together originated from recycled evian plastic bottles (evian rPET flakes), which were transformed into a fine monofilament yarn. Since such a high percentage of the fabric relies directly upon recycled plastics, it easily meets the exacting standards of the GRS4.0 (The GRS4.0—The Global Recycled Standard Certificate—requires that at least 20% of a certified product be created from recycled materials. The GRS4.0 is considered to be one of the most difficult sustainable standards to meet in the fashion industry). And since the special couture gown’s fabric is a mono-material tissue, it would also be very easy to recycle. In addition to making very clear the exciting possibilities that alternative recycling methods hold for future fashion innovations, the Balmain x evian couture gown spotlights evian’s progress towards reaching its goal of becoming a circular brand.

By 2025, all of evian’s plastic bottles will be created from 100% recycled materials, (excluding caps and labels). That achievement builds upon evian’s launch of its most popular formats in bottles made from 100% recycled plastic (excluding caps and labels). Since 2020, evian has been certified as carbon neutral. evian achieved B-Corp certification in 2021, following significant improvements at every stage of the product life cycle, from production to transportation, with a reliance on renewable energy choices.

The limited-edition Balmain x evian 75cl bottle, the perfect festive choice for end-of-the-year holiday celebrations, will be available for purchase from October 26th. The design of the special, limited-edition glass bottle combines light-blue lace and aqua droplets (inspired by evian’s all-natural mineral water), mixed with gold lettering and ornate Baroque forms that recall the distinctive embellishments often spotted on Balmain runways. To celebrate the bottle’s launch, a special grouping of evian x Balmain Army members stars in an inspirational campaign video. Relying on visuals referencing evian’s singular Alpine heritage, with mountain silhouettes reflected in crystal-clear water, the video centers on Olivier Rousteing’s distinctive dedication to building upon heritage, while always pushing for the needed changes that will help to ensure a better future.

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