Balmain Army

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Models: they’re just like us! Eating burgers in a dive bar, vegging out in front of the TV. Except in Olivier Rousteing‘s world, the Balmain army does the mundane in strap-heavy PVC and Mondrian-inspired leatherwear.

Balmain’s new SS15 campaign sees Adriana Lima, Joan Smalls, Rosie Huntington-Whiteley, Isabeli Fontana and Crista Cober embracing the fetish factor of the everyday. Mario Sorrenti back on photography duties after his AW14 campaign for the French house.

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“Balmain is all about diversity,” Rousteing said in a release. “The incredible power that all those strong women bring in front of the camera, put into real life situations, helped me explore and create a new reality that represents the pop aspect of my generation. The Balmain reality, my reality.

He added: “This is the new Balmain army and the game is on!”

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