Balmain Is Entering the Fine Jewelry Category in Bold Fashion – WWD

Balmain is the latest luxury house to enter the jewelry category, WWD has learned.

The French fashion house will release its first collection this summer, calling it gender-neutral and socially conscious, crafted with ethically sourced 18-karat gold, “conflict-free minerals” and traceable gemstones.

That the 32 models will be bold seems to be a given, if creative director Olivier Rousteing’s latest Balmain show for spring 2022 was any indication: it featured enlarged gold chain links to create sexy tops, one of which was recently worn by Elle Fanning for the 2021 InStyle Awards.

Balmain CEO Jean-Jacques Guével calls jewelry a “natural extension of Balmain’s universe of luxury”, while Rousteing notes that “everything that comes out of our studio stays true to the house’s bold and inclusive spirit and silhouette. always bold, making it you can quickly recognize a Balmain design.

For the new venture, Balmain said it relies on the experience of the Adorisa Group, founded in Paris last year and led by former jewelry CEO De Beers François Delage.

“We are proud to be true partners of both Olivier Rousteing and Balmain,” Delage said in a statement, explaining Adorisa’s raison d’être. “We like to think of ourselves as connectors and facilitators, which is why we worked closely with Olivier and his team, using our experience to ensure that both the house’s distinct attitude and Olivier’s creative vision were perfectly translated. in Balmain’s first high jewelery collection. Furthermore, our deep commitment to sustainability and craftsmanship are values ​​that Balmain clearly shares. “

Led by Delage and Albert Bensoussan, formerly CEO of Kering’s luxury watches and jewelry division, AThe dorisa group “collaborates with fashion houses as they diversify into fine jewelry, supporting and guiding them on all aspects of design, manufacturing, marketing and distribution,” states its website. Bensoussan’s title is vice president.

Adorisa is part of Alsara Investments Group, whose holdings include another start-up, Akoni, a manufacturer of Balmain eyewear. Alsara Investment Group was founded by Rachid Mohamed Rachid, who is also the CEO of Mayhoola for Investment, owner of Balmain.

Adorisa remarked that Balmain’s jewelry would be made “in the best French workshops”. It will be available worldwide in Balmain boutiques, leading luxury multi-brand jewelers and fashion addresses, as well as online, the brand noted.

Branded jewelry, whether in costume, refined or refined, is a hot category, with Prada entering the jewelry space in 2019, for example.

According to Adorisa, “Jewelery is a true brand and business opportunity for many fashion houses. There are still very few players in the category, which is also one of the fastest growing categories within luxury. Balmain is the first brand in the Adorisa Group portfolio and we look forward to collaborating with many others. “


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