Olivier Rousteing: I'm the original H&M boy
Olivier Rousteing is the perfect H&M collaborator because he used to queue for hours for the store's collections.
During the Billboard Music Awards last month it was announced that Balmain is the latest fashion house to team up with the high street retailer, following in the footsteps of the likes of Roberto Cavalli and Karl Lagerfeld.
Designer Olivier couldn't be happier about the line, which will hit stores on November 5.
"I'm an H&M boy," he says in a video posted on hm.com. "I am the H&M generation. I was getting the clothes from H&M, waiting two or three hours to get the clothes, so I know the excitement that can happen to the people in the world."
The retailer's collaborations are known for causing feverish excitement among shoppers, with many queuing overnight to pick up a piece. Fans are often banned from buying too much too, to ensure the items don't make it onto auction websites.
Although Olivier insists he has shopped at H&M, Balmain clothes are out of the price range of most people who go there. That doesn't bother him though, as he believes this is a way to bring high-end fashion to the masses.
"Balmain is a real luxury brand and really inclusive. [We are] pushing the concept of diversity and communicating with the world and thanks to H&M there is this huge platform," he explained.
"Joining Balmain and H&M is creating an entire nation."
This is also why he's a fan of the hashtag being used to promote the line on social media: #HMBalmaination.
The range will hit 250 stores worldwide and online covering both men and women's clothes and accessories, but price points are yet to be revealed.
Some pieces have also been unveiled, with models Jourdan Dunn and Kendall Jenner rocking them to the Billboards. They included a blue and gold form-fitting sweater with a red ruched skirt, and a velvet and brocade jacket with structured shoulders.