The Partnership Features an Exclusive Balmain Capsule and Special Retail Activations
Neiman Marcus has announced an exclusive partnership with Balmain, unveiling Balmain Beach Club – a new collection and immersive customer experience in Dallas. The 14-piece collection, available in 10 stores and online, draws inspiration from the French Riviera.
Lana Todorovich, Neiman Marcus’ Chief Merchandising Officer, highlighted the partnership’s significance, stating, “Through the distinctive creative lens of Olivier Rousteing, Balmain continues to be the pinnacle of French style with a modern perspective. She continued, “At our core, we are a relationship business and Balmain Beach Club represents the latest chapter in our longstanding history with the Maison that, time after time, has engaged and delighted our customers.”
The collection, reflecting the spirit and colors of the South of France, features a summery palette of soft yellows, blues, and whites, adorned with Balmain’s signature gold details. “My team and I wanted to keep this special limited-edition collection chic, light and easy for upcoming summer days and evenings,” explained Olivier Rousteing, Balmain Creative Director. “But, of course, we wanted to ensure that the connection to the house’s incredible design history remained evident for those in the know. So, we started out by riffing on some singular archival references—including Monsieur Balmain’s beloved Baroque flourishes and the signature Labyrinth motif. Then we mixed in some of the strongest themes that we’ve sent down our most recent runways, such as an array of eye-catching bright pastels and some unexpected twists on camouflage patterns. And we’ve ended up with an offering that definitely channels the distinctive modern spirit of today’s Balmain.”
This collaboration aligns with Neiman Marcus Group’s strategy to enhance luxury experiences by offering curated product assortments. It follows in the key of previous exclusive launches, such as the Barbie x Balmain and Summer Set collections.
The Balmain Beach Club collection is accompanied by a full-scale installation at Neiman Marcus’ Dallas NorthPark store, creating a beachfront ambiance until May 5. The retailer hosted a private dinner in Dallas to celebrate the collection, immersing guests in the glamour of the Côte d’Azur. This activation reflects Neiman Marcus’ ‘Retail-tainment’ strategy.
Neiman Marcus boasts the largest assortment of Balmain collections globally, with a partnership dating back over half a century. The collaboration underscores Neiman Marcus’ commitment to delivering personalized luxury experiences across in-store, online, and remote selling channels. The collection will be digitally promoted through Neiman Marcus’ website, app, and social media, with style advisors engaging customers through the CONNECT platform.
