Pierre Balmain, originally from Savoy, grew up with fabric merchants as parents who gave him the passion for clothing and design. He moved to Paris to study fashion and started designing costumes for the Lido. On his return from war, he decided to open his fashion House in Paris in 1945. His revolutionary style is representative of the post-war couture’s revival. His studio assistant, unknown at the time, was Karl Lagerfeld. Balmain wanted to dress active, feminine and strong women. Famous celebrities started wearing Balmain over the years, which reinforced the authenticity of the House. Now at the head of the artistic direction, the young designer Olivier Rousteing retains the DNA of Balmain and brings at the same time an essential modernity in the digital age.