Balmain Declares Nipples Are In for Spring

Balmain - Publicity- H 2017
Courtesy of Balmain

Good to know.

Olivier Rousteing isn't one for subtlety.

The 31-year-old Balmain creative director enlisted photographer Steven Klein and concept director Pascal Dangin to photograph Doutzen Kroes, Isabeli Fontana and Natasha Poly in nipple-baring looks from Balmain's spring collection on an empty California highway. In addition to putting their busts on display, the ladies wield megaphones and frolic amongst long-haired male models, as only the #BalmainArmy (and the Kardashian-Jenners) can.

"We may have shot this campaign on an early winter morning on an out-of-the-way highway in California — but for Steven, Pascal and me, it was important that these powerful images not be easily defined by a place, an hour or a season," said Rousteing in a release. "We capture moments of a mysterious journey of a diverse cast of models, a nomadic Balmain army forcefully moving through an oneiric landscape." (In case you were wondering, "oneiric" means "related to dreams or dreaming.")

Rousteing also stressed the importance of the influence of music in the campaign, as evidenced by the stereo speakers that appear at the side of the road like an arbitrary object in a Salvador Dali painting. “For me and my generation, music is simply inseparable from fashion,” he explained. "Here, the impressive towering speakers make very clear that ours is a journey that is accompanied with a powerfully invigorating soundtrack."