Balmain head designer Olivier Rousteing has revealed that he thinks social media website Instagram is revolutionising fashion. He comments that people now look through the photos published on the website as though they are window-shopping and it opens up a whole new world to a variety of people, which is making fashion more accessible to the masses. He explained: ''It gives access to so many different people. For me it's the new high-street window. You can actually be part of the dream. It's not only available to 10 people on the front row - it's a way of communication that's inclusive, and there's something generous about that.''

With Kim Kardashian and Kanye West as the current face of the brand, Balmain have been tactfully making use of celebrity power, and he thinks being famous has more influence than ever. Olivier explained: ''When you look at the fashion brands, how many followers do they have? Balmain has 1.1 million. It's like 10 per cent of what those girls have. It shows you the power of the personality more than the power of the entire brand. Celebrity is more important today than it used to be.''

Hoping to stay in touch with the French label's historical roots, Rousteing says that he always keeps in mind the label's founder, as well as what French fashion is all about: ''I keep Pierre Balmain in my mind because he loved strong women, women who have something to say. All the French designers - Balmain, Poiret, Dior, Balenciaga - they believed in strong women. Their mothers were really important. In France, fashion has always been connected to the role of the woman. I keep in my mind the rules of French fashion.''

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