Balmain to make runway show shoppable

Nothing can keep a good It Bag down. Balmain's Olivier Rousteing has dug into the brands archives to revive a monogram jacquard print from the seventies to create a new foldable clutch that will debut on Balmain's upcoming Paris Fashion Week runways. Viewers won't have to wait until next season to buy it either. Balmain will be making the handbag immediately shoppable during the livestream of the show.

Viewers of the show can click directly on the item for immediate purchase or save it for later purchase. The shopping function will be available via IGTV on Balmain's Instagram. The handbag retails for 2800 euros and is just beginning to arrive in Balmain boutiques.

Rousteing has been finding his inspiration in Balmain's archives quite regularly this year. Over the summer, he sent a barge down the Seine River for a fashion presentation of archival Balmain looks, including some of his own that he designed for the house.

With the luxury goods industry expected to contract, fashion brands are betting big on what are typically strong categories, like handbags. As social media commerce is also on the rise, Balmain is taking the opportunity to hop on that train.

photo: via balmain.com