Tuesday 25th June

| BY Paul Toner

The Corner Shop at Selfridges Gets the Custom Balmain Treatment


The Balmain world tour isn’t drawing to a halt anytime soon. Fresh from an arena-sized menswear spectacle in Paris last week, Olivier Rousteing is bringing his Balmain army to Selfridges. The Corner Shop has been transformed into a sneaker customisation space, where a group of hand picked artists will be on hand to personalise purchases there-and-then – talk about super speedy customer service! Customisations will be based from themes and aesthetics which have informed the influx of Balmain collections, from graffiti and tough metal studs to beautifully intricate Japanese graphics.

Its not just the sneakers which are getting the personable-luxe treatment – a select range of ready-to-wear pieces are prepped and ready to be customised too. Our personal favourites include a buckle fastening canvas belt and the classic Balmain logo tee which has been cropped just in time for Summer. Want to nab an affordable souvenir? A metal logo keyring and Balmain branded shoelaces price under £100 – perfect for injecting a little Balmain flare into your everyday life. The space itself is a futuristic hall of mirrors – step inside to see the floors sprayed with graffiti and “Your Trust Is Not Mine” engraved into the walls. Sneakers are elevated onto a scaffolding structure, prepped and ready to be customised with striking ferocity.

Balmain’s Selfridges invasion is just the latest instalment in the brand’s world wide domination. Debuting a mammoth Haute Couture collection back in January, plus collaborations with Beyoncé and Cara Delevigne going down a treat with fashion fanatics internationally, there is no halting the charge of the Balmain army any time soon. We’ve got our Monzo’s at the ready.

The Balmain limited-edition customisation space at Selfridges is open now till July 7th.