Olivier Rousteing Announces Balmain Going For ‘See Now, Buy Now’ Model

Times are changing and brands are looking to switch it up when it comes to following the current fashion calendar, by opting for a “see now, buy now” model, instead of having consumers wait months to purchase their latest collections.

With a handful of brands like Public School and Vetements already on the band wagon, Olivier Rousteing of Balmain says the brand is next to follow suit with this model.

Just yesterday, at the Condé Nast International Luxury Conference in Seoul, South Korea, Balmain’s creative director Olivier Rousteing shared his views on what he says may be in the French fashion houses’ immediate future.

“I believe in ‘see now, buy now’ — we have to stay connected and go faster,” Rousteing said, according to Vogue UK. “We are probably going to head for [that system], for sure. But it’s important to keep key pieces that you will sell later and also have pieces that are available immediately after the show. It’s good to have a mix of price points too.”


The switch makes a lot of sense for a brand like Balmain seeing as Rousteing has 1. preached the importance of social media since his appointment in 2011 and 2. he has also basically revolutionsed the brand thanks to his use of social media (with his account coming close to having 3 million followers) with the help of his uber-famous friends.

“You can reach so many people through Instagram,” Rousteing said at the conference. “Now, after a show I can invite people to understand the Balmain world. If they want the Balmain world they can have it and follow; if they don’t like it, they can unfollow.”

Although the concept has been unpopular in Paris: it was considered and rejected in February by French fashion’s governing body, the Fédération Française de la Couture du Prêt-à-Porter des Couturiers et des Créateurs de Mode, based on discussions among executives at top fashion houses including Chanel and Hermes. Their argument was based on the fact “that luxury consumers have no problem waiting for a truly high-quality garment”. This is probably why Rousteing has also decided to keep “key pieces that you will sell later”.