Fashion maven Olivier Rousteing has taken Balmain from a sleepy rarefied European fashion house to the darling of social media and pop culture, as its creative director. In so doing, he’s not only revamped the brand, but has also increased sales (although it’s said that US sales are a modest but reasonable, 20%). Given it’s injection into American pop and youth culture, it makes total sense to have a physical store in the United States. Well, now they do. And, it’s in Soho, in downtown New York City.

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There have been a few false-announcements, when Racked NY announced the store would open in the Fall of 2015. Also, Vogue hinted at a Fall opening in their lengthy feature on Olivier, last fall.

The Balmain store opened today on April 5, 2016, and is located at 100 Wooster Street. The store will have both men’s and women’s items, as well as accessories. A kids section will be added by the summer. The inaugural opening celebration is planned for May 2.

Balmain New store Usa 5

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The interior decor has a touch of Rome, with a Romanesque visual sense in the flooring and space. Which all makes sense, given that the inspiration for the store comes from Villa Balmain, the founder’s mid-century vacation home on the Italian island of Elba.

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