There are many challenges that could lead a designer to give up on trying to make a difference in the world, including supply systems' inability to provide sustainable materials and Haute Couture traditions' failure to follow environmentally friendly practices. But not for the Creative Director of Balmain; Rousteing views it as a "good challenge," carrying forward the magnificent Balmain history through partnerships, methods, uses, fabrications, and all things sustainable.
At the Balmain Festival during Paris Fashion Week Spring/Summer 2023, Rousteing showed a couture dress made of a single fabric woven from recycled Evian bottle threads.
Image Credit: Balmain
The Balmain x Evian collaboration represents a significant shift in the fashion industry towards sustainability, a partnership that brings together two iconic brands in the worlds of fashion and luxury bottled water. The collection features garments made from unconventional recycled materials, such as a couture dress woven from threads derived from recycled Evian bottles, and 3D-printed resin and recycled polyethylene terephthalate for the handle and lock of the Blaze Clutch bag. The collection also includes GOTS-certified organic cotton tailoring, which goes beyond contemporary sartorial cues.
Image Credit: Balmain
When Balmain x Evian collection was first launched, it has been a popular hit among fashion enthusiasts and those passionate about sustainability. The bottles are made of glass, which is 100% recyclable, and the partnership aims to raise awareness about the importance of reducing plastic waste. Balmain x Evian's focus on sustainability is in line with both companies commitment to environmentally friendly practices. Evian, for example, has been taking steps to reduce its carbon footprint, such as using renewable energy sources and introducing more eco-friendly packaging.
“Balmain’s first partnership with Evian helped show that sustainable practices can produce impressive outcomes. But, for me, that was only a starting point. If we want to continue creating beauty, while respecting the beauty of this planet, there’s just so much more that all of us in the fashion world should be doing now. We need to test and perfect new techniques in sourcing, recycling, upcycling, and sustainably producing— and yes, I know, the list can sometimes seem endless. Luckily, Evian shares Balmain’s dedication to searching for new possibilities—and with this second Balmain x Evian capsule, we aim to make very clear that conscience and creativity can actually work quite well together."
- Olivier Rousteing
In an interview with Hypebeast, Olivier Rousteing, the creative director of Balmain, emphasized the importance of sustainability in the fashion industry. He sees it as the key to unlocking longevity and relevance for years to come. He believes that the industry needs to change and that his collaboration with Evian is the beginning of a new era for fashion.
“The fashion industry is an incredible platform but it needs a lot of changes to be relevant tomorrow. The moment that we change, it will be relevant.”
- Olivier Rousteing
Rousteing has been at Balmain for over 11 years and has seen and been through so many changes in the industry. He has fought for inclusivity and to push his vision to the next level, making sure that the world will be different. He believes that his association with Evian is pushing sustainability forward, and elevating fashion to the next level away from superficiality. He reminds people that the planet is suffering, but that we can still love our fashion shows and editorials, as long as we are conscious of the impact that the industry can have on the environment.
Image Credit: Balmain
The partnership between Balmain and Evian is a perfect example of how two seemingly unrelated industries can come together to create something that is both beautiful and meaningful. By combining their expertise in fashion and luxury bottled water, they have created a product that not only looks good but also promotes sustainability and environmental awareness.
The Balmain x Evian collaboration shows that conscience and creativity can work together to create beautiful and sustainable fashion. Rousteing sees it as a good challenge and is ready to tackle more pressing parts of the fashion industry, such as ready-to-wear. By using unconventional recycled materials, he is demonstrating that sustainable fashion can also be fashionable. The collection is a testament to his commitment to changing the fashion industry for the better, and to his belief that change is beautiful.
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