Olivier Rousteing – Social Media Phänomen

Dass sich Instafame und große Influencer-Macht nicht nur auf Blogger beschränkt, beweist Balmain Creative Director Olivier Rousteing.

Mit 4,6 Millionen Followern ist Olivier Rousteing nach dran an seiner eigenen Marke, die mit 7,1 Millionen auch eine beträchtliche Fanbasis hat
. Das Wachstum ist bei Rousteing aber doppelt so groß – in den letzten zwei Jahren vervierfachte er seine Anhängerschaft.

B A L M A I N #paris

17.8k Likes, 404 Comments – OLIVIER R. (@olivier_rousteing) on Instagram: “B A L M A I N #paris”

Dass Rousteing mit 25 einer der jüngsten Creative Direktoren aller Zeiten ist (nur geschlagen von Yves Saint Laurent, der bereits mit 21 das Ruder bei Dior übernahm. Anfangs wollte Balmain noch Kontrolle über Rousteings Instagram Account, doch der Jungstar ließ sich darauf nicht ein. Der Erfolg gab ihm recht, und mittlerweile vertraut Balmain dem Franzosen voll und ganz.

Mit Kritik hat Rousteing früh gelernt umzugehen. Während sich die Kritiker nach seinen Shows in ihre Hotelzimmer flüchten, um für den folgenden Morgen ihre Texte bereit zu haben, macht Rousteing mit Models und Celebrities Party – und postet die Looks live auf Instagram mit den Hashtag #balmainarmy. Zu den prominenten Gästen zählen meist Influencer wie Kim Kardashion, Kendall Jenner, Gigi Hadid und Kanye West; und so potenziert sich die Aufmerksamkeit um ein Vielfaches.

“Ich kann direkt mit meiner Balmain-Army sprechen. Ich mache mode für sie

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. Die Kritiker können das anscheinend nicht verstehen, aber es macht nichts. Ihre Meinung zählt nicht mehr.”

Trotz der oft harten Worte der Presse macht Balmain mit diesem Social Media Schachzug eine Menge Umsatz. In den letzten Jahren scheint sich dieser mit jeder Kollektion zu verdoppeln, ein Ende ist dank der steigenden Popularität von Rousteing nicht abzusehen. Im Gegensatz zu Persönlichkeiten wie Hedi Slimane und Karl Lagerfeld, ist Rousteing ein Creative Director des 21. Jahrhundert, der keine Öffentlichkeit scheut und sich perfekt inszeniert.

RIRIH+KKW+OR #rihunion❤️ #metgala2017

111.1k Likes, 425 Comments – OLIVIER R. (@olivier_rousteing) on Instagram: “RIRIH+KKW+OR #rihunion❤️ #metgala2017”

Sein Appell für mehr Diversity in der Modebranche kommt mehr und mehr zum tragen. Er castet eine bunte Mischung an Models für seine Shows und ist als schwuler Mann gemischter Herkunft, der von weißen Eltern im Alter von einem Jahr adoptiert wurde, eine perfektes Exempel für eine neue Äre in der Modeszene.

Aufmacherfoto: Getty Images