Balmain's Fall 2015 Ads Campaign: A Sister (And Brother) Act

3:22 PM

Here we go again: Olivier Rousteing's latest decisions have been determined, one more time, by his desire of popularity, rather than by an easthetic sense.
There is a lot to say about him, from the repetitiveness of his latest collections, to his exasperated attention-seeking, to his obsession with the Kardashians/Jenners. I'm suspecting that all these things are connected. Anyway, the first photos from Balmain's Fall 2015 advertising campaign came out yesterday, so let's focus only on them.
The theme is 'sisters', starring Kylie and Kendall Jenner, Bella and Gigi Hadid, Erika and Joan Smalls. Maybe I'm evil, but the first thing I thought was: hasn't this theme been made on purpose, to have an excuse to use Kylie Jenner, and generally speaking, to use someone very popular, even though their modelling skills are close to zero? Shouldn't a designer decide the theme of the campaign first, and then choose the models that fit the role better?
Let the photos talk.

Group Photo
Joan Smalls Balmain
Kylie and Kendall JennerBella and Gigi Hadid, Erika and Joan Smalls
Joan is the only one with a strong pose, that actually shows the clothes and makes them look good. I guess this is what models are made for.
I appreciate that Kendall tried to learn from Joan, imitating her, but I'm not very sure about that open legs pose. On top of that, her arm covers the dress of Bella... Seriously, this is basic stuff, a model shouldn't cover an other model's dress, especially with an ugly, meaningless pose. If Bella wasn't there, it wouldn't have made any difference! Oh, wait... Remember? The 'siblings' theme! I had almost forgotten. Well, it's true, these girs are couples of sisters, but does this add any value to the photo? Does this make it any better? Does this tell a story? I don't think so.
Let's go ahead: the position of Erika's hand doesn't make sense (but she is excused because she isn't a model) and you can't even tell what she is wearing. The same thing happens with Gigi, is it a dress or a jumpsuit? Is it sleeveless or with long sleeves? You can't actually see the clothes well, which is what a campaign is made for! But hey, at least you can see Kylie's face perfectly! What are you selling exaclty, Olivier?? Clothes or... is Kris Jenner buying a carreer for her daughters from you?
I'm not even criticising Kylie for not beign good enough, at the end this isn't her job, or at least let's hope so. But what can I say about Kendall? If she doesn't wear the most striking or the most beautiful dress, no one would either notice her or she wouldn't look good enough. 

Sisters portraits
Balmain Ads Campaign 2015
Joan and Erika Smalls
 Genes don't lie, and the Joans sisters' photo looks good.

Balmain Ads Campaign 2015
Bella and Gigi Hadid
I think that Bella's dress skirt makes her outfit look cheap, which is an oxymoron for Balmain. However, the photo is dramatic and it's the only one where I can, using a lot of immagination, catch a glimpse of the 'sisters' theme. Sisters would help each others doing their lipstick in a church, wouldn't they?!

Balmain Ads Campaign 2015
Kylie and Kendall Jenner
Was this photo necessary? I mean, it's the same pose as the previous one, but it's leaving me even more perplexed. Klylie looks disgusted, Kendall looks angry: what is going on?! I'm not sure I want to know.

Olivier commented on the models who appear in the campaign: “They represent the fresh, diverse and open spirit of a new generation of fashion. They exhibit the strength, support and love that family members can provide to one another.”
I don't see anything of this, but OK Olivier, if you say so... 

I have an opposite opinion about the menswear photo, with the models and brothers Armando and Fernando Cabral, posing à la Michelangelo’s 'Pieta'. It's a strong and impressive photo and it's in harmony with the old church, chosen as the campaign set.
Apparently when you call models for modelling, photos look better.

Balmain Ads Campaign 2015
Armando and Fernando Cabral

Written by: MsD

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