Yesterday, Balmain threw open the doors of its first store outside Paris — in London's Mayfair neighborhood. The store itself is a sumptuous affair with plush, lavender carpets and marble accents — the perfect place to squeeze yourself into a bejeweled, figure-hugging gown. When asked about the location choice, creative director Olivier Rousteing explained he was inspired by the city’s freedom and variety. Balmain has been an icon of pop culture, sensuality, and diversity, and this new store lives up to that legacy.
After the grand unveiling, we headed to the infamous Annabel's club, where the dance floor has seen action from the likes of Diana Ross, Kate Moss, and John Wayne during its 50-year history. It was there that the designer and king of social media (Rousteing is often found on Instagram, cozying up to fans/friends like Rihanna and Kim Kardashian) "twerked" alongside members of his beautiful "Balmain Army.” Jourdan Dunn, Lily Donaldson and Poppy Delevingne, to name a few, joined along — though some complained that dancing was a little bit of a struggle in such skintight creations.
But, because you never really know a party night’s secrets until the next day, I caught up with Olivier the morning after to reflect on the store opening’s glittering new memories.