Olivier Rousteing at Balmain: From Instagram to NFTs, Digital Leadership in Style

This case is about the transformation of a luxury French fashion brand with the arrival of a remarkable creative director. Balmain, the Parisian house founded in 1945, owes much of its new-found glamour to Olivier Rousteing, who has reshaped the brand image not only by his noteworthy creations but his engagement with social media, with new technologies such as NFTs, and his commitment to inclusivity. These have been amplified by the recruitment of global celebrities as brand ambassadors, sealing his reputation as a creative designer to be reckoned with in the fashion industry.

This case can be taught to various classes, including courses in organization behavior and leadership, and courses in fashion design and the creative industries. It offers a well-researched study of the ‘human side’ of the fashion industry, seen through a creative director’s relationships with multiple stakeholders. It also provides an opportunity to discuss the economics of luxury fashion and its resilience at a time of economic uncertainty.