Milla Jovovich Stuns in New Balmain Autumn 2018 Campaign – Nearly 20 years after its release, “The Matrix” and its accompanying stylistic cues are already well on their way to becoming 2018’s on- and off-runway trend frontrunner. But Balmain’s Olivier Rousteing is ready to trade Neo’s itty-bitty sunglasses and Morpheus’s slick, floor-grazing overcoat for a new kind of sci-fi thriller — particularly, for “The Fifth Element.” For its Autumn 2018 campaign, Balmain chose Milla Jovovich to incarnate the role of a futuristic, yet undeniably chic woman from a not so distant timeline (AKA next Fall).
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“I seriously doubt that there could be a better fit than Milla for this campaign. There are so many reasons why,” said the brand’s creative director Olivier Rousteing. “She’s talented: She’s been a hero of mine since I watched (and re-watched) all of her films while growing up. Beyond being a singularly talented actor, she’s the perfect representative of the strong, confident and talented Balmain woman of today.”
Released on Friday, Balmain’s Fall 2018 ad campaign not only features the 1997 Luc Besson film’s star, Milla Jovovich, but it also embraces the picture’s stark beauty and strong, simple styling. A Le photographed Jovovich in London in what appears to be a sprawling warehouse, completely bare save for the collection’s iridescent, almost space-age metallics and sharp silhouettes.
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The video is a sound and movement experiment with all eyes on Jovovich. “Above all, I wanted to present this collection in a new and unexpected manner. My team and I decided to show these designs in the exact opposite way that they first were presented, many months ago, on the runway—and, instead, concentrate on a more intimate and compelling presentation in a completely distinct environment.”
Shiny Metallics mixed with Balmain’s eternal state of chic, the Autumn 2018 collection will nod to the future of the fashion industry while maintaining the classic French touch.
“Then when I got into the clothes, I started to visualize different types of movements I could do that would look striking and strong on camera, but that would also create some cool sounds. Jake Nava, the director, was wonderful as well because we were able to work very closely while I was being filmed. He would talk to me while I was on camera and let me know to stop for a few moments and let the camera get closer or move away and catch a particular pose or moment that he liked. He would tell me to take on different characters, expressions, give a smile, laugh.” – Milla for Bazaar.com
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