Balmain’s Creative Director Olivier Rousteing Announces ‘See Now, Buy Now’ Plans

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Eva Chen, Suzy and Olivier Rousteing.

Eva Chen (Head of Fashion Partnerships at Instagram) and Olivier Rousteing (Balmain’s creative director) spoke to a large audience on day one of the CondĂ© Nast International Luxury Conference in Seoul, South Korea on Wednesday to debate the impact social media has on the industry.

Rousteing also discussed, for the first time, his feelings about “see now, buy now.” He’s all for it and I’m not shocked at all because fashion has evolved, has always been about the future and social media has also become a big part of the fashion industry. You could literally watch an entire runway show on Instagram.

Rousteing on using Instagram for storytelling and the influence of the social site:

You’re right, it’s storytelling,” Rousteing said, explaining his original reason to join the platform. “At the beginning I was the Balmain baby and now Balmain is my baby. It was important back then to use Instagram to invite people to discover who I am. I’m adopted, I came from an orphanage, and I wanted to show people that dreams can come true; to give a positive message and say that if you believe in yourself and you believe in a dream it can happen.”

You can reach so many people through Instagram,” Rousteing continued. “Now, after a show I can invite people to understand the Balmain world. If they want the Balmain world they can have it and follow; if they don’t like it, they can unfollow.”

Rousteing on ‘see now, buy now’ plans:

I believe in see-now-buy-now – we have to stay connected and go faster,” revealed Rousteing. “We are probably going to head for see-now-buy-now, for sure. But it’s important to keep key pieces that you will sell later and also have pieces that are available immediately after the show. It’s good to have a mix of price points too. And I believe that Instagram and couture can work together – you can invite people to discover how you work. With Instagram I can push and explain the details.”

A lot of designers are showing the detail through Instagram,” added Chen “Designers also use long-form explanations – which are becoming increasingly popular – that allow them to explain what inspires them. Marc Jacobs, instead of telling the audience who the model was and photographer was, took the time to explain why each model meant something to the campaign, which gave his followers a closer connection.”

Last February, French fashion’s governing organization — the FĂ©dĂ©ration Française de la Couture du PrĂŞt-Ă -Porter des Couturiers et des CrĂ©ateurs de Mode — had considered and rejected the idea of “see now, buy now” collections to which several British and American brands have already converted, according to a report in WWD. The federation president Ralph Toledano argued that not only are clients accustomed to waiting for collections to hit stores, but the wait increases their desire for the product.

Burberry is adopted the “see now, buy now” model (see it here).

Photos Credit: InDigital

Source: Vogue UK

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Donovan is the CEO and Editor-In-Chief of For all general inquiries please email Donovan has a BA in Journalism & Media Studies from the prestigious Rutgers University. He's currently studying entertainment and fashion law.