Olivier Rousteing: I queued for Lagerfeld
Olivier Rousteing can vividly remember queuing to get hold of Karl Lagerfeld for H&M so is astounded it's now his designs people are clamouring for.
The Balmain creative director is the latest big name to team up with the high street retailer, with his pieces hitting stores globally on 5 November (15). It's still a dream come true for Olivier, who can't believe he's joined the likes of Stella McCartney and Karl by designing for the company.
“Ten years ago, I was queuing for the Karl Lagerfeld for H&M launch,” he told WWD. “Now people will line up for me.”
Although the collection has already been teased in promotional images, fans will get a real chance to see what they are like on Tuesday (20Oct15). A runway presentation will take place in New York, with models-of-the-moment Kendall Jenner, Gigi Hadid and Jourdan Dunn all taking part.
Up for grabs are a number of pieces which have fused Olivier's high-fashion aesthetic with the high street. Although the options are more expensive than usually seen in H&M - for example there's a monochrome beaded dress costing 499 euros - the team believes they represent value for money because so much work has gone into them. That doesn't mean the whole process was easy though.
"He wanted everything to be super short,” Ann-Sofie Johansson, H&M’s creative adviser, said. “We want short as well, but you have to be able to move in the dress.”
There are a lot of sequins included in the line, as well as velvet jackets, shirt dresses and silk and velvet. It has a masculine vibe to it thanks to the bold lines on structured tops and tuxedo jackets, with Olivier explaining why that was important to him.
"I believe in strong women,” he noted, “and women with all shapes. We have to get away from the real skinny girls."
Ann-Sofie added: "We didn’t have any problems. It was only that he wanted to make a really big collection. We had to take it down a bit. He has so many ideas. He’s a lot of fun. He’s a team player.”