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Balmain reunites Cindy, Claudia and Naomi for its SS16 ad.

Olivier Rousteing has orchestrated a supermodel reunion for Balmain’s SS16 campaign.

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Balmain creative director Olivier Rousteing may have just topped the brands H&M collaboration in November, after revealing the latest additions to the notoriously beautiful Balmain army. The luxury brand’s SS16 campaign will star Cindy Crawford (49), Naomi Campbell (45), and Claudia Schiffer (45) posing in the designer’s body-conscious spring creations, shot in black and white by Steven Klein.

The French fashion house has gone old school, with Rousteing ditching his Generation Y girls, Gigi, Kendall and Bella for a 90’s supermodel resurrection that will mark a new chapter for the brand and see it go back to its roots. Balmain’s creative director explained the reasoning behind their casting on his personal Instagram account by captioning the images with the following statement: “U made me love fashion yesterday, U make me love fashion today, and U’re going to make me love fashion in the future.”

As you probably well remember, Crawford, Schiffer and Campbell were three of the six defining supermodels of the 1990s alongside Linda Evangelista, Christy Turlington and Tatjana Patitz. “You realize working with them, it’s another way than working with the models of today. They know so much about themselves. Their career is so strong. They know their bodies so well. They move at the same time that the camera is moving. Steven also knows them so well, so it was such a good synergy,” the social media-savvy designer told Vogue. The campaign proves that none of the three supers has lost any of their timeless appeal, making us treasure the momentous reunion even more.

“All the people who love Balmain have this nostalgia of the power of fashion in the ’90s when models were iconic—and this is always what I push,” the 30-year-old designer added in his interview with Vogue. “When you love Balmain, you love Cindy, you love Naomi, and you love Claudia. It’s natural because they are iconic, they are powerful, and they are strong—and they make a lot of people love fashion.

After enjoying a stellar 2015 thanks to its sell-out collaboration with H&M, it looks like 2016 is going to be an even more exciting year for Balmain.

 

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