Launches Music Festival to Tie Into Upcoming Men's Show
Olivier Rousteing’s and Balmain’s ties to music are about to go one step further as the designer is throwing his very own music festival as a companion to his upcoming outdoor runway presentation of Balmain Men’s Spring 2020 collection.
The Paris showing, to be held in the Jardin des Plantes, takes place on Fete de la Musique, also known in France as Music Day, an annual music celebration that takes place on June 21st, the longest day of the year. Paris sidewalks, streets, and underground all come alive with music as bands, DJs, and artist draw dancing crowds that turn the whole of Paris into a music festival meets block party.
French DJ Gesaffelstein (aka Mike Levy), who Balmain custom-made a suit for in April for his Coachella gig, is doing the soundtrack for the runway show and following the show, a series of live concerts curated by Rousteing will keep the party going through the night.
The event marks the second show of the summer season marrying industry insiders and live consumers, Alexander Wang’s recent New York outing being the first. The trend begs the question of what happens when the live consumer and industry insiders are brought together for a soiree. Is this hybrid the wave of the future? Only time will tell but what The Impression does love is a rockin concert tee and it appears that Balmain is heading in that direction as guest donations and proceeds from limited edition merchandise will go to (RED), an organization that works to fight against AIDS. Time to dance the night away! Fete de la Musique indeed!