There is, as always, no shortage of ways to sell clothes — especially when it comes to a collection as hugely hyped as the designer/fast fashion collaboration du jour. From its supermodel-studded runway show and a performance from the Backstreet Boys, H&M's fast-approaching Balmain collection has set another bar for collaborations to come. Did we need a snazzily produced music video to accompany the 109-piece collection? Certainly not — but did that stop Olivier Rousteing and his friends at the Swedish mega-retailer from making one? You know the answer to that one.
After H&M first teased a clip on Instagram earlier this week, the powers that be released the full video on Thursday morning. The short stars Balmain sweetheart Kendall Jenner leading a pack of models in a low-energy dance-off in a futuristic subway car — the same car that can be seen as the backdrop of the campaign's print ads. Unfortunately, neither of Jenner's fellow print campaign stars, Jourdan Dunn and Gigi Hadid, make an appearance — though this might be intentional. At the start of the video, we're introduced to Jenner's battling gang of dancers as "The Kendalls," giving us hope that a second and third video featuring "The Jourdans" and "The Gigis" will soon follow in the week before the collaboration officially launches.
Such an extended rollout would surely fit with the same perma-marketing that has kept this collaboration at the forefront of our minds since it was first announced at the Billboard Music Awards in May. In these five months, Rousteing has smartly enlisted his gaggle of supermodel (and Kardashian) soldiers to tease and tout the collection on social media and red carpets alike. For every Instagram put up by the Balmain or H&M handles, there have been 10 more from his so-called "Army" drumming up equal anticipation. And despite the line's higher price points, it will be surprising if it doesn't sell out; for some, $500 is a small price to pay for a dress Jenner once wore to an awards show.