The Balmain Army Frees the Nipple for Spring 2017 Campaign

What else do you wear with Balmain?
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The Balmain Spring 2017 campaign. Photo: Steven Klein/Balmain

The Balmain Spring 2017 campaign. Photo: Steven Klein/Balmain

In the off chance you forgot, Balmain would like to remind you that sex and rock'n'roll are at the core of its brand. Just check out the Spring 2017 ad campaign, which co-stars some very large speakers and more than one "Free the Nipple" moment. 

Giving his #BalmainArmy of social media models a break, the campaign stars supermodels Isabeli Fontana, Natasha Poly, and Doutzen Kroes strolling down a desert road in the sexy spring collection. Several of the Steven Klein-lensed shots feature the girls in sheer tops, proving that sometimes, a nipple can be the best accessory — especially when wearing Balmain. Oh, and on those speakers: Like the Fall 2016 campaign, which doubled as a music video for Kanye West's "Wolves," it's a nod to Balmain creative director Olivier Rousteing's obsession with music.

"For me and my generation, music is simply inseparable from fashion," he says. "Those who know Balmain will recall that it has played a key part in the house's previous campaigns—whether the focus was placed on today's artists themselves or on a shared creative collaboration with them. Here, the impressive towering speakers that line the mysterious pathway make very clear that ours is a journey that is accompanied with a powerfully invigorating soundtrack, blasting out at top volume, at every step of the way."

Maybe that's a little #deep for an ad campaign — but we have to say, it is refreshing to see Fontana, Poly, and Kroes take over for the Instagirls, if only for a season.

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