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H&M's Balmain hype machine is in full swing. First there was the collab announcement right in the middle of the Billboard Music Awards red carpet, and now the next phase of teasing the Balmain collaboration includes a series of short video interviews with the brand's creative director, Olivier Rousteing. In the first installment, he argues that he is a perfect match for H&M because, at just 29 years old, he himself is the company's target demographic.
"I'm an H&M boy," Rousteing says earnestly. "I am the H&M generation. I was getting the clothes from H&M, waiting two or three hours to get the clothes, so I know the excitement that can happen to the people in the world."
However, Balmain's price points typically put the brand out of reach for many in that millennial generation. But paired with H&M, Rousteing says there will be no stopping the worldwide takeover. "Joining Balmain and H&M is creating an entire nation," Rousteing explains. "I think the hashtag #HMBalmaination is the symbol of togetherness."