An image from the evian x Balmain campaign featuring Olivier Rousteing.
A Balmain collaboration generates hype like it’s going out of style, and the latest is no exception. Following on from this year’s successful partnerships with Barbie and Pokémon, Balmain is teaming up with fashion forward thirst-quencher Evian Water.
On the more commercial side, the two French giants will launch a limited edition 75cl Balmain X evian glass bottle from next month, while an haute couture dress to be unveiled as part of the Balmain festival during Paris Fashion Week will focus on sustainable innovation and creativity.
Designed by Balmain Artistic Director Olivier Rousteing, the dress is woven from a fine monofilament yarn made from recycled Evian plastic bottle waste.
The Balmain x evian dress made from recycled bottles takes shape in the Balmain atelier.
Inspired by the magnetic path of a hot tub, Rousteing harnessed the sculptural possibilities of this innovative recycled fabric, playing with volume and using pleating techniques to multiply its ever-changing, aquatic shimmer.
Using Balmain’s considerable publicity as a platform to raise awareness of the environmental impact of plastic waste is a powerful statement.
“As we all know, the fashion industry needs to face up to the shortcomings of the past and finally acknowledge that we can no longer postpone long-delayed change. That’s why I’ve championed inclusive catwalks that reflect the true beauty of our world, and more sustainable materials that respect the need to preserve that incredible beauty,” Balmain’s Olivier Rousteing said in a statement.
“I am therefore delighted to announce Balmain’s new partnership with evian, one of France’s most recognized brands. evian has helped make it clear to all of us that acknowledging the values of integrity and beauty can help lay the foundation for refreshingly honest communication as well as carbon neutral, sustainable products.”
Sketches of the dress made from recycled bottles by Balmain x evian.
The limited edition glass bottle features an ice blue lace-like motif reminiscent of water drops and the ornate baroque details that are emblematic of the House of Balmain and inspired by Parisian architecture.
“As I walk the avenues of Paris, I am constantly drawn to the examples of Baroque ornamentation on the most impressive monuments and structures in this city – and that unmistakable beauty is often reflected in my work… I can think of no better model for the precious ones highlighting the content of evian’s bottles: incomparably beautiful, crystal clear mineral water,” added Rousteing.
The dress is made from 46% direct recycled plastic, which means it easily meets the demanding standards of GRS4.0, which requires at least 20% of a product to be made from recycled materials.
The evian x Balmain dress made from recycled plastic bottles in the atelier in progress.
Like Balmain, evian has a long history of collaborations, including those with Alexander Wang, Kenzo, Moncler and the late Virgil Abloh, founder of Off-White, and which generally revolve around reusable glass water bottles.
“At evian we are constantly looking for forward-thinking partners who share our values and with whom we can pioneer together to go further and find thought-provoking solutions. Building on our strong existing presence in global fashion partnerships, it has been an incredible experience working with Balmain and Olivier Rousteing, celebrating legacy, optimism and a shared determination to drive sustainable innovation in the industry,” says Dawid Borowiec, evian Global Director.
“Our evian x Balmain dress is a shining example of something bold and unique that can be achieved at the intersection of innovation, design and sustainability and which we hope will inspire many.”
The evian x Balmain limited edition glass bottle.
Facing the public Balmain Festival takes place on September 28th at the Stade Jean Bouin during Paris Fashion Week. The limited edition 75cl bottles of evian x Balmain will be launched at select retailers worldwide in October.
