Designer’s spring/summer catwalk has nostalgic flavour of 80s Paris club wear, but its brand-building is bang up to date
You can debut your spring collection the old-fashioned way, in the gilt-and-frescoed salon of a grand hotel next to the Paris Opera with a select few hundred of the fashion establishment in attendance.
Or you can debut it on social media, giving Kendall Jenner and Gigi Hadid dresses from the new collection to wear to a party the night before the show, and letting Jenner post a close-up photo of the two supermodels’ bottoms – one in open-weave cobweb knit dress, one in a semi-sheer jumpsuit – to her 37.7 million Instagram followers.
Related: From Kardashian to couture: how Balmain got its 21st-century buzz
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