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Update, 9/12/17: The video campaign for the L'Oréal x Balmain lipstick collaboration has arrived! Director Colin Tilley, who has helmed the music videos for DJ Khaled and Rihanna's "Wild Thoughts" and Kendrick Lamar's "Alright" has teamed up with Balmain creative director Olivier Rousteing for the official campaign video. The 12-shade matte lipstick collection is set to launch internationally on September 25.
The video shows Rousteing in front of a backdrop of multi-colored lights, and models Doutzen Kroes, Lara Stone, Soo Joo, Cindy Bruna, and more, in tow.
Tilley was also the creative mind behind Kylie Jenner's "Glosses" video and splits his time between music and campaign videos.
“They wanted to take a risk,” Tilley told WWD. “They were willing to take somebody like me, who is sort of in this box of only making videos for musicians. They had a very clear vision of what they wanted, but they looked to me to create a world that would combine fashion, brands — and music.”
8/21/2017: Back in May, L'Oréal announced that you'll soon be able to wear Balmain on your lips thanks to a 12-shade lipstick capsule collection from Balmain creative director Olivier Rousteing slated to launch next month during Paris Fashion Week.
The campaign imagery features 12 women of all different origins and backgrounds shot in front of a stunning backdrop of a Paris rooftop at dawn. The campaign is meant to evoke a message of "beauty in diversity and female empowerment" according to statement by the brands.
"L'Oréal Paris and Balmain share the same strong vision of femininity and the same goal, to empower women and offer them diverse ways to express themselves," Rousteing told WWD. "With this collaboration, I'm thrilled to make this idea tangible for every woman around the world."
This is the first foray into beauty for Rousteing, who has previously launched a children's line and a collaboration with H&M, and has been a champion for diversity in the fashion industry.
"Diversity is my role," he told ELLE.com last year. "I love expressing my world and my world is all about diversity. I love representing all the cultures that I can with my fashion. This for me is the most important thing."
The Color Riche lipsticks are already a cult classic (one is sold every three seconds) and the L'Oréal Paris x Balmain collection will come in three couture packs: Rock, Couture and Glamazone, and will be available in 12 metallic matte shades designed for every complexion.
The makeup will officially debut on September 1 during Paris Fashion Week and will be available in all Balmain stores.
