Balmain creative director Olivier Rousteing has joined Instagram’s “Shopping From Creators” programme in a rare move that will allow fans to buy designer pieces from the brand directly via his social media feed, fashion industry publication WWD is reporting.
The shoppable feature, which officially launched in March, has been testing its “Checkout” method with a select list of partners such as influencers Camila Coelho, Chiara Ferragni and Aimee Song. Publications such as Vogue, Refinery29 and GQ, and celebrities Gigi Hadid, Kim Kardashian West and Kylie Jenner have also joined in, but the designer is one of the first fashion icons to join the fray.
By adopting the feature, Rousteing will open his personal account up to his 5.4 million followers (Balmain’s official Instagram page has 9.7 million by comparison), essentially allowing them to purchase Balmain pieces directly via the social media app’s “Checkout” beta, by clicking the links tagged in his posts.
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The shoppable Instagram feed will feature pieces chosen according to the designer’s personal preferences, covering all price points and a variety of items – from sneakers and tracksuits to the label’s signature embroidered tuxedo jackets, and even men’s couture pieces. All the drops will be limited-edition and available to purchase immediately, notes WWD.
Commenting on his decision and fresh social media venture to the publication, Rousteing said he sees the move as a way to become “ever more authentic and inclusive,” and “create a community around the brand.”
He added: “For me, Instagram is an honest and sincere marketing tool. It can be a huge push for a brand’s business, but above all, it needs to stay authentic.”