Balmain launches summer collection, activation with Neiman Marcus

Neiman Marcus has partnered with Balmain for the launch of a 1920s-inspired sportswear collection and immersive activation to its customers. 

Balmain launches summer collection, activation with Neiman Marcus. – Balmain

Dubbed ‘Summer Set’, the collection includes 24 curated pieces across women’s and men’s ready-to-wear, handbags and women’s shoes. The line is characterized by bright white and light pink tones and features items customers need both on and off the tennis court.

The collection launches with a 2,000-square foot immersive activation at Neiman Marcus NorthPark in Dallas. Playing off the nostalgic sportswear theme, it mimics a tennis court, complete with a playable net and pink tennis balls, juxtaposed with collection pieces. Neiman’s will also host a customer activation on April 26.

This activation comes as a follow-up to the success of the company’s Balmain x Barbie exclusive collection and installation last year, and supports the luxury retailer’s strategy to ‘Revolutionize Luxury Experiences’ by investing in its top luxury brands to offer newness and exclusivity to customers.

“The Luxury of a Relationship is our brand strategy,” said Lana Todorovich, chief merchandising officer, Neiman Marcus. “The relationships we have with our brand partners result in the creation of these unique activations that make life extraordinary for our customers. We saw tremendous success with the Balmain x Barbie collection last year and are excited to celebrate this new expression of their brand.”

The collection is now available in 14 stores and online, while the exclusive installation at NorthPark Dallas will be open through May 8.

“Ever since Pierre Balmain’s first visit to Dallas—way back in 1947—Neiman Marcus and the house of Balmain have enjoyed a very special relationship. That’s why I was so happy to create this summer collection that combines our shared passions for French heritage and Parisian savoir-faire with modern spins on classic summer-sport silhouettes,” added Olivier Rousteing, creative director, Balmain.

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