In true Kanye fashion, Mr. West dropped yet another video that glued us to the screens for good 7 minutes. His new hit Wolves features Sia and Vic Mensa from his album The Life of Pablo.
“This is definitely one of the most incredible campaigns I’ve ever done. When I saw Kanye singing, Kim moving, the models walking and crying, the tears on Kanye, the tears on Kim, I was just like, WOW ” – said Balmain’s creative director, Olivier Rousteing, who has raised the bar on his seasonal campaigns since taking the reins of the French house in 2011.
Shot by Steven Klein, with creative direction from Pascal Dangin, the clip is essentially an extensive Balmain commercial featuring a bevy of models: Alessandra Ambrosio, Joan Smalls, Jourdan Dunn, Josephine Skriver, Sasha Luss, Riley Montana, Ronald Epps and Jon Kortajarena, crying and strutting about in Balmain.
Of course, the rapper himself and Kim Kardashian West appear, dressed in their shimmering Met Gala outfits, with their faces painted with glossy tears.
In the party footage interspersed throughout the short film, Kylie Jenner, Cindy Crawford, Anna Cleveland, Maria Borges, Sara Sampaio and Romee Strijd also make appearances.
The video is an artful marriage between the glossy world of Balmain and the grungy aesthetic West favors.
“Kanye has a really strong and incredible vision and I will say it is a vision of art…I called and I said: I would love to create a campaign around your music, your lyrics, and your aesthetic”- Rousteing explained. – “I think that’s what is interesting: It is a campaign based on music. That was really important for me.”