Since taking hold of the reins at the uber cool French fashion house Balmain in 2012, Olivier Rousteing has certainly shaken things up a little: His recent shows have featured rap soundtracks, celebrity models (oh hi there, Kendall), and a bulging wardrobe of so-sexy-it-hurts outfits. And with this in mind, we suspect that fans of his edgy and supremely modern take on couture will be altogether thrilled by the new ad campaign, which sees supers Christa Cober, Joan Smalls, Isabeli Fontana, Adriana Lima and Rosie Huntington Whiteley reclining somewhat provocatively in a post-apocolyptic, fast food and Nintendo-filled dungeon - dressed in new season Balmain of course.
In line with the campaign's theme, the beauty look of choice is slick, sexy and a wee bit subversive. Without a bouncy curl or pretty pastel in sight - the Balmain girls work on-trend fresh-from-the-shower hair and some seriously glistening, dewy and (dare we say it), sweaty looking skin created by a beauty dream team of face painter Lucia Pieroni and session stylist Bob Recinne.
Take note that a pair of fabulous brows, killer cheekbones and perfectly moisturised pouts arrest all frat boy overtones - the gals look SUPER sexy, right? Indeed, this season’s spring summer shows saw an abundance of makeup-free looks from the models at Marc Jacobs who stalked the runway sans mascara in New York, to the Christopher Kane gals whose unmade-up skin was paired with mussed-up hair, and the super-cool, woke-up-like-this girls at Alexander Wang. Backstage teams cited the secret to success as the careful layering of very sheer layers of base and concealer alongside subtle sculpting.
Meanwhile hair stylist Bob Recine has almost certainly borrowed from the February Balmain show, which featured glorious oiled up manes paired with – yep you’ve guessed it, barely- there makeup. While sopping wet tresses may seem like a less than practical – or appealing prospect, Spring/Summer 2015’s take on the trend has given us cause to reconsider. There's an abundance of (albeit waterlogged), considered, flawless and aerodynamic styles that we actually want to wear. Less post-workout, and more polished, powerful and sophisticated hair that sits happily against every summer look.