BALMAIN La maison Balmain is an historycal milestone, it particepated to the post-war revolution and contributed to the raise of the new look aesthetics. After almost a century and thanks to Olivier Rusteing’s creative direction, Balmain brand is a firm point of luxury market with its sexy and alluring style. Pierre Balmain was born in 1914 in a small town in the South of France. After his architecture studies at the Ecole des beaux arts in Paris he started to work with Robert Piguet. After the second World War, he works with the famous tailorman Lucien Lelong, who let him meet with other two importat figures of the history of fashion: Christian Dior and Umbert De Givenchy. After the worldwide conflict, Pierre Balmain feels part of the fashion world so he decided to found the maison which carries his name. Pierre Balmain immediately reviewed the female clothing aesthetic. He revisited the canons and created a new original style characterized by long flared skirts with tight waist giving his contribute to what is known as the new look concept. Passion for architecture never abandoned him and it has been clear since his first fashion show. Pierre Balmain died in paris in 1982, the same year of the launch of the ready-to-wear collection. The maison lived very difficult years since the arrival of Oscar De La Renta as Creative Director, he brought Balmain back to the fore re-establishing it as a luxury classic brands. Another great turning point was in 2006 when Cristophe Decarnin arrives at the creative direction of the maison. He was the father of Balmain rock chic style that we all recognized, apprecciated and loved during this last decade: Jackets with architectonic shoulders, dresses and jumpsuits with armour like embroideries and much more. Decarnin’s mission was the one to modernize the brand making it trendy and desired by the market. In 2011 the maison bet on the super young, 25 yo at that time, Oliver Rusteing who continued the massive communication process thanks to the relationship he established with celebs and it girls such as Beyoncé and the Kardashians. Balmain, during a century, remains on of the top luxury brands which, differently from the others, reveils its pop side well appreciated by new generations.