Balmain-Evian collab creates recycled fabric couture gown and special-edition bottles
Balmain has linked up with water brand Evian for the first time on what they’re calling “a ground-breaking partnership, united over a shared vision to dream together and to collaborate on future innovations”.
The first fruits of the link-up include a couture creation by Balmain creative chief Olivier Rousteing made using “a unique fabric crafted from recycled Evian plastic bottles”. It’s an interesting development given that while we’re used to seeing recycled plastic bottles being turned into fashion fabric, we’re not used to seeing it happening at couture level.
The dress will be shown at the Balmain Festival during Paris Fashion Week on 28 September.
It was woven from threads using Evian rPET flakes with 46% of the fabric relying directly upon recycled plastics. The gown can also be recycled again in the future.
The two companies are also launching a limited-edition 75cl glass bottle, designed with Balmain, that will be released in late October. It incorporates the signature Baroque embellishments for which Rousteing is known.
The “large-scale partnership” between the two aims to "explore new paths and redefine the codes of couture” and comes after a 15-year period in which Evian has forged a number of luxury label collabs.
The launch includes an “inspiring new campaign video, set against a stunning visual set inspired by Evian’s famous Alpine heritage with structured silhouettes of mountains reflected in crystal-clear water. The video focuses on Rousteing’s dedication to embracing the past, while always looking at ways to innovate for the future”.
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