Ibhalwe nguJessica Iredale no-Erik Maza noTaylor Harris
Umbukiso we-Balmain x H&Mfashion obungoLwesibili e-23 Wall Street eNew York, indawo eluhlaza lapho u-Proenza Schouler no-Hood by Air benze khona imibukiso ye-runway, wenze into ebingacatshangwa: Wenze amagama engoma ka-Backstreet Boys, edlalwa bukhoma umfana. (indoda) band, zizwela ifilosofi. “Ngabe ngingowokuqala? Ngabe yimi ngedwa? Ngingocansi? Ngiyikho konke okudingayo?" kucule uNick Carter kanye nabasebenzi ngesikhathi benandisa ukuvala lolu hlelo olushisa izikhotha. Engomeni ethi, “Wonke umuntu” (1997), umbuzo ngamunye uphendulwa ngekhorasi elithi “yebo,” kodwa omunye uzizwe engathi “nah” mayelana nohlelo.
Bekungumkhiqizo omkhulu - osekukhanyiswe kakhulu kuzo zonke iziteshi zenkundla yezokuxhumana, izizukulwane zikaKardashians/Jenners, abezindaba abajwayelekile kanye nesamba esikhulu sokuthengisa se-behemoth - kodwa bekungekona okwangempela, ikakhulukazi ezocansi noma ukuphela kwe uhlobo lwayo. Eqinisweni, kwakuyikulingisa. Ngamabomu, njengoba konke ukusebenzisana komklami we-H&M kuwukulingisa amaqoqo amabhrendi abambisana nawo.
Ukubukeza ngokucophelela izingubo lapha kubonakala kungathandeki njengoba u-H&M ekhiphe incwadi yokubukeka ngesonto eledlule futhi izingubo bezicishe zifane ncamashi nezingcezu - amabhulukwe e-genie, ama-blazer ahlotshiswe ngeparele, athunga ngezinkinobho zegolide, ama-blazer namabhulawuzi anamahlombe abukisayo - u-Olivier Rousteinghas faka umgwaqo wezindiza wangempela wase-Balmain kumasizini edlule. Lapha, zenziwa ngezindwangu ezithengekayo, ezazibonakala zinengqondo kakhulu ohlotsheni lukaRousteing lokuzijabulisa ubusuku obubodwa noma obubili. Lezi akuzona izingubo zaphakade, futhi izindleko zokugqoka ngakunye kulula kakhulu ukuzicabangela ezingeni le-H&M.
Ibhizinisi lonke, kusukela kuvidiyo evula umbukiso ehambisana no-Kendall Jenner, ngokusobala baphoqeleke ukuthi bahambe ngobuningi babo - umzila ongaphansi komhlaba wesikhathi esizayo - futhi ubuke amasethi ahlukahlukene amawele edansa esesitayeleni, kuya kubadansi abahlangene kabili ababecula ngesikhathi sombukiso. izingubo, kwaba nostalgic kakhulu ekuqaleni Nineties. Abalandeli bakaPrince bangase baxhumanise ne-albhamu yakhe yango-1991 ethi “Idayimane Namaparele,” ehlanganisa abadansi “abangamawele” uDayimane noPearl. Ukubuza imibuzo mayelana nenani lesitayela seqoqo le-Balmain x H&M kuwumsebenzi wokukhuluma, nakuba umbukiso namasu awo okumaketha kubonakale kuwuphendula umbuzo wemboni mayelana nokuthi imibukiso yemfashini kufanele ibe imicimbi yabathengi: Kulokhu, yebo.
Vele, u-Rousteing udonse amantombazane e-"It" emgqeni wakhe ongaphambili, okuhlanganisa uKylie Jenner, uJessica Hart, uMartha Hunt noDiane Kruger. Ukubukeka kweBackstreet Boys kwahlelwa ngumqambi ngokwakhe. "Ungumlandeli omkhulu," kusho uCarter ngemuva kokwenza isethi yezingoma ezintathu ezihlanganisa "Wonke umuntu," "Omkhulu Kunempilo," kanye "Ngifuna Ngaleyondlela" - konke, ngendlela, izicelo zomklami.
Ngokulandelayo, ingabe Abafana babejwayelene nezitayela ze-pop ze-Rousteing eziphezulu? “O yebo, bekuyilungelo ukuba lapha,” kuqhubeka uCarter. Impela kufanele ukuthi kwaba njalo - sekunesikhathi kusukela iqembu labahlanu, elivela e-Orlando, eFlorida, laqondana nomhlaba wezemfashini, futhi kungase kuthathe isikhathi ngaphambi kokuba bahlangane futhi. Ngemva kokuqeda ukuvakasha komhlaba, ukusebenzelana okuseqophelweni eliphezulu okubalwe esizeni sabo esisemthethweni uhambo lwaseYurophu ngomkhumbi entwasahlobo ezayo.
Ngaphambi kokuthi bathwebule izithombe ozishuthe zona nabalandeli - wonke umuntu kusukela e-Alexa Chung nase-Chelsea Leyland kuya kumuntu ophila ngendlela yasemgwaqweni u-Di Mondo - uCarter ubuzwe mayelana ne-hashtag esetshenziswe ukuphromotha umcimbi: #hmbalmaination. Khuleka utshele, iyini isizwe saseBalmain? Intando yeningi? Isikhulu esithathwe yilabo kuphela abanabalandeli abangaphezu kwesigidi ku-Instagram?
"Kuhle ukuba yingxenye yento enamandla nenhle kangaka futhi into emele okuthile," kusho uCarter ngobuqotho bomuntu ongaphandle kwemfashini. Uma engakwazi ukubeka umunwe wakhe ezimisweni zokusungula ze-#hmbalmaination, indawo yokuthenga eqhudelanayo yangemva kombukiso yenze isithombe esicacile somthethosisekelo wayo wokusetshenziswa ngokuphawulekayo.
“Bafana nezingulule. Kubi kakhulu kunoBlack Friday, ”kusho omunye umthengi wasenkundleni yempi. Enkabeni yawo kwakumi uRousteing, ejabule ngokuziphatha kwabafundi bakhe. "Ngijabule kakhulu. Ngiyazi qhenya. Kufana nempumelelo enkulu njengomklami nanjengomuntu,” esho ngokuqiniseka kukaNapoleon. “Namhlanje ebusuku kuyisitolo esizivelelayo. Ngomhla ka-Nov. 5, izotholakala emhlabeni wonke. Lesi kuseyisiqalo nje.”
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