Balmain creative director Olivier Rousteing is 32 years old and always doing funky fresh millennial things, like posting on his Instagram story with Gigi Hadid and coining the hashtag #BalmainArmy to mean (officially) the models and celebrities that wear Balmain and (unofficially) anyone that wears Balmain.
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The latest members of the Balmain army do not have heartbeats, because they are CGI. According to Refinery29, worked with Cameron-James Wilson—the CGI artist behind Fenty Beauty’s controversial Shudu model—to create two Balmain-exclusive, digital supermodels. The models, who’ve been named Margot (left) and Xhi (right), join the original Shudu (center) model to form a new, more diverse Balmain army. In their first campaign, the trio are promoting the Balmain Bbox bag. As Refinery reports, Rousteing told them Margot was the “French girl of his childhood dreams,” while Xhi is “a Chinese beauty with a really short haircut.”
“There’s one quality that immediately stands out when you look at the growing Balmain Army: an unfettered celebration of inclusion,” the brand wrote in a press release. “Anyone and everyone is always welcome to join its growing ranks, they need only share our bold spirit of adventure.” In 2018, inclusion means virtual talent, too. Earlier this year, Insta-drama between Lil Micquela and Bermuda, two virtual influencers, highlighted a growing community of celebrities who only exist online.