Gone are the days when Balmain was a classic Parisian fashion house known for its ultra-elegant and feminine gowns and dresses. In 2005, the brand took a radical turn under designer Christophe Decarnin, who added plenty of chic attitude and rock edge — shooting Balmain to the top of favourite lists of fashion editors and stylists around the world. Under Decarnin, Balmain became known for its military-inspired rounded shoulder jackets, skin-tight ripped jeans and body-conscious mini dresses. Style icons, including Beyonce and Rihanna, were quick to embrace the brand’s rock-inflected glamour, as were fashion bibles such as Elle and Vogue magazines. In 2011, Olivier Rousteing was announced the new designer for Balmain, charged with taking the sex-sparked brand into a new era.