Balmain designer Olivier Rousteing wants his designs to have more soul and is on a mission to revamp the image of the label to have less “glitz”. He explains that fashion is changing to move away from the mini-dresses he once produced and he thinks he is showing a new version of sexy in the new Autumn/Winter 2014 collection. He explained:
“Some people think of Balmain as sl**ty dresses; really short, tight and with shoulder pads. But for FW14, it was less about the glitz and more about the soul. This season, the girls were covered up in black tights and lots of layers, but it was my way of showing that sexy is about more than just bare legs and a short dress.”
Balmain is known to create powerful clothing for women, but Olivier comments that he has grown tired of the clichés involved with that style of clothing, and thinks power can also be expressed in other ways now:
“Big shoulders and black and gold are power dressing clichés. Now it is more about your attitude than your shoulder pads.”
The designer adds that there is a fresh approach to glamour emerging and it focuses more of femininity because he thinks women are happier and embracing themselves more than ever before. He commented:
“Glamour is coming back to something that is more feminine and powerful. You can feel it. Women want to be women and not be embarrassed by it anymore. It is important as it is a return to happiness. I can’t be a sad designer and make beautiful things. Some designers embrace it, but I don’t understand that. If you don’t like your job, change it. You work to make beautiful things. Come on!”
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