It looks like Balmain's Olivier Rousteing is starting to play a bigger role in bestie Kim Kardashian's mobile app, "Kim Kardashian: Hollywood." According to WWD, Rousteing has designed all-new looks exclusively for the mobile game. While they feature elements from Balmain's fall 2015 collection, they are not based on existing designs. Some pieces include a fringed handbag and pair of earrings, which can cost you $14.99, or if you're an avid KKH gamer, 105 K-stars.
Rousteing made his digital debut in December, bringing his Balmain Army — and cartoon versions of pieces from his fall 2015 collection — for players to use during special challenges (photo shoots, fashion shows) in the game. The response has been strong: Within Balmain's first month of participation in "Kim Kardashian: Hollywood," WWD reports that 200,000 players "owned" a piece from the French fashion house and 2.2 million players visited the label's official website. While Balmain's brand awareness is already strong among the Kardashian klan's followers, these numbers show how brands can tap into new platforms, like online gaming, as an effective marketing tool.
Update: This article has been updated to include a photo of the exclusive designs by Balmain for "Kim Kardashian: Hollywood."