BALMAIN X H&M ENLIST KENDALL JENNER TO BATTLE HER WAY THROUGH THE METRO
BY KENNETH RICHARD
“Warriors, come out to play” – Luther (David Patrick Kelly), The Warriors
In the fashionably campy and iconic 1979 film, The Warriors, a street gang, mistakenly accused of killing a gang leader, races back to their home turf in Coney Island via the subway. Along their ride they find themselves battling a variety of costumed gangs. The film has gone to inspire numerous fashion editorial stories and one dynamic video update in Balmain x H&M’s latest spot for the soon to be launched collection.
In the Balmain x H&M update, Kendall Jenner leads her warriors, aka “The Kendalls,” as they move from car to car aboard a futuristic subway to do dance battles which various costumed gangs. The subway is the same set shown in the print campaigns which feature Jenner along with Jourdan Dunn and Gigi Hadid.
H&M has a strong history of teasing out marketing goodness in stages prior to their capsule collection launches as exampled by all of the elements of last years Alexander Wang collaboration. It will remain to be seen if the house has subway rides in store for “The Dunns” and “The Hadids,” but The Impression thoroughly enjoyed the chic update to The Warriors which also featured Balmain’s Creative Director, Olivier Rousteing, as the subway dispatch operator. All in all this was once piece that we felt invited to come play in.
Directors | Sandberg/Timonen
Producer | Anna Granditsky/Strange Cargo
Photographer | Mario Sorrenti
Models | Kendal Jenner
Hair | James Pecis
Music | Ferdinand & VAZ
Choreography | Normann Shay