This marks Balmain’s second-ever celebrity collaboration (the first was with Beyonce), and the first time ever that the brand has collaborated with a celebrity in the actual designing of a collection.
Although Balmain has featured other celebrities in advertising campaigns and runway shows, it has never actually enlisted a celebrity to help design a full, name-branded line.
The brand’s high profile, along with the haute-couture retail price of the collection, underscores how entrenched Maluma is now in the global fashion world and how valuable his endorsement and name is perceived by high fashion.
“Maluma, more than being an incredible singer, is bringing a lot to the fashion community with his joy and his happiness and the fact that he’s always playing his style from different kinds of houses from around the world, mixing different cultures as well," Balmain creative director Olivier Rousteing told Billboard. "For Balmain, which is a French brand from Paris, the collaboration with Maluma is obviously [adding] to Balmain and pushing the aesthetic more internationally.”
“It’s been one of my goals to work with a respected fashion house on a collection, but this journey was more exciting, as Olivier pushed me to design with him and sketch looks that I personally will wear off the stage and showcase high couture with a bit of Papi Juancho,” says Maluma, referencing both his album name and alter ego.
Items in the Balmain + Maluma collection range from a black cotton T-shirt that retails for $495, to $1,500 high top sneakers to a $2,555 multi-color print bomber jacket. Photos and billboards of Maluma wearing the new line will be featured at Balmain stores and at Saks.