After opening a new boutique in Milan last April, Olivier Rousteing—leader of the “Balmain Army”—took advantage of Paris Fashion Week to inaugurate a new store at 374 rue Saint-Honoré. Olivier Rousteing once again partnered with Studio AMV to recreate his modern, maximalist universe. The new boutique is also a tribute to Pierre Balmain’s legacy, reflected in the updated identity of the branding: the monogram “B” is joined by a “P”—for Pierre, of Pierre Balmain, and also as a nod to the city of Paris. After the day’s fashion shows had finished, Cindy Bruna, Valery Kaufman, Jourdan Dunn and actress Shailene Woodley came to check out the 630 square-meter space, dreamed up to resemble the ideal Parisian apartment.

Photos: Pierre Mouton
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