There has been so much media attention during the last couple of months regarding Balmain's desire to have a base in London. They now join a host of other luxury brands like Fendi, Hermes and Victoria Beckham who all recently opened store in the British capital.
Guests such as models Jourdan Dunn, Poppy Delevingne and Lily Donaldson partied the night away at the famous Annabels club in Mayfair to celebrate Balmain's foray onto British soil. With much documentation on social media, the so called 'Balmain Army' stunned in metallic mini dresses and tasselled skirts; signature styles the brand has become famous for.
Designer Olivier Rousteing revealed in an interview with British Vogue why the luxury brand chose London above other locations to expand their business. "We have always had a very loyal clientele so it all came very naturally," Rousteing explains. "South Audley Street is definitely a new shopping destination in the city and Balmain is very happy to be one of the first houses to settle there." And with the help of architect and designer, Joseph Dirand the new flagship store has a pristine monochromatic interior and elegant white décor with floor length mirrors and luxurious sofas; appealing to their international customers. If you can afford it, it's well a worth a visit to the hottest new store in town!