rise of the Balmaination

Olivier Rousteing, who graduated and established his career working for Roberto Cavalli as the head of the women's division, has 12 years on cultured and established one of the most unique couture houses of this generation. Every collection is the most memorable and star studded event of any fashion week.

Recognising the importance of Instagram for any successful fashion brand now, with 1.1 million followers, Rousteing's crazy devotion to social media allows us inside every private moment, from behind the scenes polaroids of Kim K's photo shoots, to his famous ladies in Balmain on the red carpet.

Announcing at the Billboard Awards on Sunday arm in arm with Jourdan Dunn and Kendall Jenner in head to toe Balmain, Rousteing follows friend, Alexander Wang in expanding his army for every consumer.

Now couture comes to high street, and we gain access to the military inspired, satin and sheen looks that we love.

Balmain comes to H&M.