Balmain’s Olivier Rousteing Debuts Shoppable Instagram Feed

SOCIAL STUDIES: Do fashion designers really need to have a high social media following? For Balmain creative director Olivier Rousteing, it’s a resounding “yes.” “As recently as five years ago, a lot of people had their doubts about the relationship between luxury and social media,” the designer told WWD. “Designers were expected to stay in the shadow of their brand, stuck in an ivory tower. Today, social media has completely changed things: The designer can develop his own image, which can then serve the brand’s image. He becomes an asset for the fashion house.” This state of mind motivated Rousteing to partner with Instagram on its “Shopping From Creators” feature: Starting July 8, Rousteing’s 5.4 million Instagram followers — Balmain’s official Instagram page has 9.7 million — will be able to buy Balmain pieces directly via the social media app’s “Checkout” beta by clicking the links tagged in Rousteing’s posts. “I wear a lot of pieces I design for Balmain, but that don’t necessarily make it to production, and every time I post a picture of myself wearing one of these pieces, I get tons of comments by people asking where they could buy what I was wearing,” explained the designer. “So I wanted

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