Balmain launches Virtual Army with Shudu

¨There’s one quality that immediately stands out when you look at the growing Balmain Army:

a unfettered celebration of inclusion. Anyone and everyone is always welcome to join its

growing ranks—they need only share our bold spirit of adventure. Balmain’s runways and

campaigns, of course, are also known for an insistence on reflecting today’s beautifully diverse


So, it should come as no surprise that when my team and I saw the first generation of CGI

models, we told ourselves that if this was the way the world was going, we wanted to ensure that

diversity plays a strong part in that future. We reached out to Cameron-James Wilson,

proposing that he help us construct a new, alternative and virtual Balmain Army; one that

complemented and reflected our present army’s beautiful mix, strong confidence and inspiring

eagerness to explore and set off to new worlds.

I’m proud today to introduce the first results of our collaboration with Cameron—three

members of our new virtual Balmain army: Margot, Shudu and Zhi. Each mirrors the beauty,

rock-star individuality and confident power that we’ve seen on Balmain runways and in our

campaigns. These pioneers are set in poses recalling iconic music images, each holding one of

the latest designs from our BBox line¨

Olivier Rousteing