H&M has set the bar high for fast fashion. Once again, the global brand has outdone itself with yet another fashion-forward campaign — its 11th in fact — this time with revolutionary and renowned Parisian house Balmain.

Balmain has always been known as a brand for couture-coveting celebrities and fashion editors alike, but it is now available for everyone. Creative Director Olivier Rousteing has created a collection of fall and winter pieces that display why so many people have an affinity for the long-established brand. In an article from H&M Life, Rousteing explained the inspiration behind the upcoming collection.

“I want to talk to my generation: this is my main aim as a designer,” Rousteing said.

This he certainly does with modern, transitional pieces such as blazers, dresses, miniskirts and coats. What makes these pieces different is that they combine the versatility of everyday clothing essentials for the millennial lifestyle with the flair and elegance that put Balmain on the map almost 70 years ago.

Despite the fact that the collection is more affordable than typical Balmain couture and ready-to-wear, Rousteing will not forego any of the notable Balmain details such as broad shoulders and military-esque styling. Rousteing adds jewel tones of emerald green and ruby to the classic silhouettes of the minidress and jumpsuit. Menswear includes tailored sports coats and leather jackets reminiscent of James Dean. Rousteing also plans to include gender neutral pieces in coats and blazers adorned with gold buttons as well as jackets with modern tailored lines. In a video for H&M, Rousteing noted the expansion of the Balmain Army, the exclusive fashion clique including Rousteing, the Kardashians and Kanye West among others.

“Joining Balmain and H&M is an entire nation,”  Rousteing said, now that he has included a nation of millennials in the once exclusive couture brand.

The collaboration is another example of the fashion brand’s continuous efforts to reinvent itself and cater to the new generation. This new generation is everywhere, most notably in the advertisements for the collaboration which include millennial models Jourdan Dunn, Gigi Hadid and Kendall Jenner. Because of its conception by a millennial and for millennials, the Balmain x H&M collection will bring new life and youthfulness into fashion staples.

The Balmain x H&M collaboration also provides a breath of fresh air for today’s society. Rousteing has seen this collection as a call for togetherness as a nation. He is creating a collaboration between the sexes and between the different social classes — statuses that divide the world.

“H&M allows me the unique possibility of bringing everyone into the world of Balmain [to] get a piece of the dream and create a #HMBalmaination: a movement of togetherness, fueled on a hashtag,” Rousteing told H&M Life.

This collaboration has the potential to be more than a new fashion collection. It could also be a social movement under the guise of haute couture that has become available for anyone and everyone.

Email Mallori Albright at [email protected].