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H&M Introduces ‘Balmaination’ to NYC

A performance by the Backstreet Boys was just one surprise unleashed on the star-studded crowd Tuesday night at H&M’s ‘Balmaination’ showcase, which celebrated the global launch of the new Balmain x H&M collection by designer Oliver Rousteing.

Kylie Jenner, Diane Kruger, Rosie Huntington-Whiteley and Alexa Chung were just a few of the famous faces who got to watch the ’90s inspired collection as it marched down the runway. Black was the color code of the evening, complemented by rich gold and bright jewel tones that weaved their way throughout the collection.

“The launch was a true reflection of the Balmain x H&M collection, full of energy, positivity and glamour. It was a once-in-a-lifetime experience, and we can’t wait to share this feeling with our customers around the world when the collection finally hits stores,” said Ann-Sofie Johansson, H&M creative advisor.

Fans around the world were invited to follow the event live as it streamed over Periscope, and were encouraged to share their thoughts on social media using the hashtag #HMBalmaination.

“Tonight is a dream come true for me,” said Rousteing in a press release. “The energy and vibe is unbelievable, and to have the Backstreet Boys perform for Balmain x H&M is incredible. It is an honor for me to collaborate with H&M, and tonight’s launch is something that I will never forget.”

The debut Balmain x H&M collection will be available in stores worldwide and online starting Nov. 5.