Olivier Rousteing thinks Instagram is better than having a high-street shop.
Rihanna
The creative director of fashion label Balmain believes that the photo-sharing website helps to give more people "access" to the brand than a traditional fashion show or shop window would.
He said: "It gives access to so many different people. For me it's the new high-street window. You can actually be part of the dream.
"It's not only available to 10 people on the front row - it's a way of communication that's inclusive, and there's something generous about that."
The 28-year-old fashion designer also praised the label's celebrity endorsers such as Rihanna and Kim Kardashian West for helping the company reach more potential customers with their millions of followers.
He added: "When you look at the fashion brands, how many followers do they have? Balmain has 1.1 million. It's like 10 per cent of what those girls have. It shows you the power of the personality more than the power of the entire brand.
"Celebrity is more important today than it used to be."
Olivier also believes Balmain's founder would of approved of Rihanna because she is a "strong woman".
He added to The Telegraph newspaper: "I keep Pierre Balmain in my mind because he loved strong women, women who have something to say.
"All the French designers - Balmain, Poiret, Dior, Balenciaga - they believed in strong women. Their mothers were really important. In France, fashion has always been connected to the role of the woman. I keep in my mind the rules of French fashion."
Tagged in Rihanna Olivier Rousteing