Balmain x evian, a real eco-responsible fashion collab?

Can’t people afford to buy Balmain clothes? Who drinks water, one could ironically discover the fruit of the collaboration between the French luxury house and evian (certified B-corp company).

This is the second stage of the collaboration between the bottled mineral water brand of the agri-food multinational Danone and the one artistically directed by Olivier Rousteing. First, in September 2022, the 37-year-old designer dressed an Evian glass case with Balmain motifs and also imagined a haute couture dress from plastic bottles.

For this second installment revealed on April 16, 2023, the Balmain x evian collaboration goes even further, as it gives life to a limited edition capsule collection of 19 dresses and accessories.

Water, a luxury too often taken for granted

Olivier Rousteing and his team of designers incorporate a wide variety of eco-responsible materials, including GOTS certified organic cottons, FSC certified viscose and several GRS certified recycled materials to personalize t-shirts, hoodies, bombers, truckers and more jeans. The branding and composition labels have also been sourced from recycled polyester, while the paper packaging comes from sustainably managed, FSC-certified forests. A bag was also produced with 3D printing of 45% plant material and recycled plastic. The campaign was directed by Carlotta Guerrero (who made all of Rosalía’s music videos) and choreographed by Léo Walk.

Already available in the two brands’ physical and online stores, this thirst-quenching Balmain x evian collab reminds us in passing that water is a luxury too often taken for granted, while shortage problems are only increasing in France ( a historic drought is currently affecting the Pyrénées-Orientales) and around the world (as in this article of the Time for Europe, for example).

Climate skeptics can go get dressed.