These days, becoming a member of the Balmain Army is like a rite of passage in the modeling world. And it's not something that anyone can just sign up for—the brand has to want you. When the Balmain x H&M collection launched, we weren't surprised to see the latest it-girls like Gigi Hadid, Kendall Jenner, Jourdan Dunn, Bella Hadid, and Karlie Kloss on the runway. After all, the house attracts a younger demographic, so being represented by social influencers in the industry was a smart move. But for spring 2016, Olivier Rousteing aimed for bigger stars. This time around, he called for fashion's legends and icons: '90s supermodels Naomi Campbell, Cindy Crawford, and Claudia Schiffer.
“It’s a new chapter for Balmain,” Rousteing told Vogue. “Sometimes people are confused and think it’s all about social media and Instagram. Balmain has a deep soul, and it’s not only about followers. It’s about dreams and love, and I think with this campaign I’m going to show that and go back to its roots. This campaign is about what makes me love fashion, and these three women are exactly that. These three women are what made me love fashion yesterday, make me love fashion today, and are going to make me love fashion in the future.”
Peep some of the campaign photos shot by Steven Klein, below.