Set within The Corner Shop, just behind the iconic department store’s Oxford Street windows, the Balmain pop-up will have the entire sneaker collection on display, alongside a selection of clothing and other accessories from the spring/summer 2020 men’s collection.
“I live in sneakers, so I wanted to give people a bit of my own wardrobe,” said Balmain’s creative director, Olivier Rousteing, when the Evening Standard caught up with him a few hours before the launch. “Sneakers give a more affordable entry point to the Balmain brand, and I am very focussed on inclusivity, on democratising fashion.”
BALMAIN pop-up at Selfridges London
And of the decision to debut his sneakers in London over Paris? “London is one of our biggest markets, we have a huge crowd here and its less traditional than Paris, people are more experimental here.”
A host of artists will also be on hand to personalise the shoes in store with graffiti, metal studs and Japanese graphics – all strong themes from Balmain’s recent collections.
Going forward, Balmain plans to expand its sneaker offering, with limited edition colours and women’s styles in the pipeline. Balmain’s pop-up is open now at Selfridges London until July 7.
BALMAIN pop-up at Selfridges London
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