Olivier Rousteing's Balmain Army Grows for Diversity-Focused L'Oreal Campaign

Instagram - Balmain x Loreal Campaign - Screenshot - H 2017

That's 12 — count 'em — supermodels.

Over the years, Olivier Rousteing has made a name for himself as the leader of the great Balmain army, stacking the ranks with Kardashians and Jenners and occasionally a Kanye. For his new campaign for the Balmain by L'Oreal makeup collab, first announced this spring, the 31-year-old creative director stacked the lineup with 12 supermodels, including Lara Stone, Soo Joo Park, Doutzen Kroes and Maria Borges. 

The crew, of course, was decked out in the rock 'n' roll-inspired fall 2017 Balmain collection in the ads lensed by Nico Bustos. Each model wore one of the 12 matte shades, which run the gamut from nudes (a creamy taupe, a warm beige) to bold jewel tones (sapphire blue, royal violet). “Now we realize that we need a moment of flamboyance and maximalism, and to take risks," said Rousteing of the statement-making hues. 

The diverse range of models, hailing from all over the world, was an intentional choice to not just show the play of color across various skin tones, but to champion diversity — an especially topical theme. "No matter your origin, no matter your tribe," reads a release from L'Oreal. "Come together, be seen, be heard. United, we are invincible. Because we are all worth it."

Following the release of the lipsticks, which will arrive in stores at Barneys and online on L'Oreal Paris' website on Sept. 20, Balmain is also releasing a collection of necklaces featuring a lipstick-style pendant embellished with gold tassles