Cookie banner

This site uses cookies. Select "Block all non-essential cookies" to only allow cookies necessary to display content and enable core site features. Select "Accept all cookies" to also personalize your experience on the site with ads and partner content tailored to your interests, and to allow us to measure the effectiveness of our service.

To learn more, review our Cookie Policy, Privacy Notice and Terms of Use.

clock menu more-arrow no yes mobile

Filed under:

Crucial Update

Is Balmain's Sister-Themed Campaign the Most Epic Social Media Stunt Ever?


Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Earlier this week, Balmain gave the world a first look at its new, Jenner sister-themed fall campaign. In the words of Creative Director Oliver Rousteing, the campaign is intended as "a celebration of the unique and unconditional love of siblings." It happens that based on the sheer number of followers among the model/celebrities and their unconditionally loving siblings; Kendall and Kylie Jenner, Gigi and Bella Hadid, and Joan and Erika Smalls, this might go down as the most blatant infiltration of fashion by social media yet.

Here's a quick breakdown:

Kendall Jenner: 31.8 million Instagram followers, 11.6M Twitter followers

Kylie Jenner: 29.4 million Instagram followers, 10.4M Twitter followers

Gigi Hadid: 4.7 Instagram followers, 484K Twitter followers

Bella Hadid: 1M Instagram followers, 107K Twitter followers

Joan Smalls: 1M Instagram followers, 219K Twitter followers

Erika Smalls: 8K Instagram followers, 1K Twitter followers

If you're quick with the addition of large numbers, that means this one campaign could conceivably have more reach than any fashion campaign ever, including those starting a single Jenner. Well played Oliver, well played.