Beauty

The L’Oreal Paris x Balmain lipstick campaign is out and it’s fierce

Fashion house Balmain's Creative Director Oliver Rousteing and 12 models stride across a rooftop for the L'Oreal Paris x Balmain lipstick campaign

The #BalmainArmy will soon be in your makeup bag.

Back in May an announcement was made that delighted fashion and beauty lovers alike — L’Oreal Paris was partnering with Balmain to launch a line of lipsticks. Just unveiled, the campaign for the collection is here and it’s everything we hoped for: fierce supermodels, fierce fashion and of course, creative director Oliver Rousteing’s chiseled cheekbones.


Rousteing has called together his dream Balmain Army, with a collection of 12 women from different backgrounds and ethnicities striding across a rooftop that puts your usual squad goals to shame. The high powered bunch — including Lara Stone, Soo Joo Park, Doutzen Kroes, Neelam Gill and Alexina Graham — each wear a Balmain look teamed with a different shade of lipstick.

With an aim to promote “beauty in diversity and female empowerment”, the shades are designed to suit a broad range of complexions. “L’Oréal Paris and Balmain share the same strong vision of femininity and the same goal, to empower women and offer them diverse ways to express themselves,” Rousteing told WWD. “With this collaboration, I’m thrilled to make this idea tangible for every woman around the world.”

There’s also an elegant lipstick holder that doubles as a necklace which has been revealed in a number of the brand’s Instagram posts.

Other campaign imagery features studio shots of the models in smaller groups, celebrating Balmain’s various tribes — Rock, Couture and Glamazone — coupled with the headline ‘United, we are invincible’.

“Diversity is my role,” Rousteing told ELLE.com in an interview last year. “I love expressing my world and my world is all about diversity. I love representing all the cultures that I can with my fashion. This, for me is the most important thing.”

Judging by the success of Balmain’s 2015 collaboration with H&M, this partnership is going to be massive, with not only beauty but also fashion fans that will no doubt come running. The capsule collection of 12 lipsticks is due to be released September 1 during Paris Fashion Week, and will be available at Balmain stores.

If you can get through the crowds, that is.

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