Olivier Rousteing is rethinking Balmain’s summertime couture presentation. Rather than a video or a traditional look book, the creative director is bringing his Balmain Army to a barge on the Seine River in the heart of Paris on July 5.

 

The cruise coincides with the maison’s 75th anniversary, inspiring Rousteing to present a selection of archival Balmain couture looks from its founder Pierre Balmain and previous creative directors Erik Mortensen and Oscar de la Renta, as well as from Rousteing’s own oeuvre with the brand. In addition, there will be a small presentation of new menswear and womenswear looks by Rousteing. The event was conceptualized in collaboration with Andrew Makadsi, who has worked with Beyoncé, with choreography by Jean-Charles Jousni and a live musical performance by Yseult.