Olivier Rousteing chose Kim Kardashian West and Kanye West to star in Balmain's latest campaign because they "represent a family for the new world".
Kim Kardashian West and Kanye West
The 29-year-old creative director has revealed he was inspired to feature the couple - who have a 22-month-old daughter North - in the label's spring/summer 2015 men's campaign, entitled 'Army of Lovers', as they are "among the most talked-about people" and embody the idea of a modern family.
He said: "When I was young, I never had a reference of a mixed-ethnicity couple. Today they are among the most talked-about people, and North is one of the most beautiful babies on the planet. They represent a family for the new world."
Olivier - who regularly dresses Kim, 34, and her siblings for the red carpet - also loves working with 23-year-old actress Shailene Woodley, who sported one of his creations to the MTV Movie Awards last year and believes his designs help women to feel strong.
He said: "I was so happy because Shailene was able to show a different side of her personality. Wearing Balmain is like an exercise because you have to push yourself. When Kendall Jenner and Kim Kardashian arrived at a party in Paris with all of my models, they looked like soldiers from a fashion army. It's not only about party clothes but also about giving a message of strength."
The French star added he is keen for women of every shape and size to wear his designs as long as they do so with confidence.
He explained to InStyle magazine: "There is something very confident about wearing sexy clothes. But it's really about the attitude and mentality. I invite women to believe in themselves, no matter the body shape or where they come from. But if you don't wear Balmain with confidence, you will look ridiculous."
Tagged in Kanye West North West Olivier Rousteing