Just weeks ago, we noted that social media was Olivier Rousteing’s runway. So too, it turns out, is the Seine. On Sunday, using the hashtag #BalmainSurSeine he made the whole river his stage.
Early that evening, the Balmain crew boarded a barge to travel from the Eiffel Tower eastward, stopping for a performance—featuring the French pop singer Yseult, 50 dancers, and choreography by Jean-Charles Jousni—beside the Pont des Arts footbridge before looping around the Île Saint Louis and gliding back to the Iron Lady and home base.
The two-hour extravaganza was set to livestream on TikTok, marking a first for Balmain and for the video platform, which had never before worked with a luxury brand. It was a brilliant idea.