250 guests at Le Carreau du Temple. A return to the post-war salon code, pulled directly from Pierre Balmain's 1945 archive.

The audience was trained to expect scale. We needed a campaign that made restraint feel deliberate.

The teaser came first. A custom Balmain logomark built from the show's set blocks, animated in textures pulled from the collection.

The show film followed. The collection was filmed to be observed rather than performed, with surveillance-style camerawork giving the viewer a closer view than any guest in the room. Backstage, models walked past a wall projecting their own fabric in macro, so every piece was seen before it moved.

Released around the show on 1 March 2023, carrying one of Rousteing's strongest critical receptions in years.