Last year, the Balmain Army recruited modeling’s most famous sister acts (Kendall and Kylie Jenner, Gigi and Bella Hadid, Joan and Erika Smalls) to front their fall 2015 ads. This year, they’re bringing in Balmain army veterans (so to speak) with the original supermodel squad — Naomi Campbell, Claudia Schiffer and Cindy Crawford — for their new Spring/Summer 2016 campaign. And the way they’re delivering fierce, sexy intensity, you’ll swear it’s 1990 all over again.


Steven Klein

The ads feature all three supermodels in provocative close-up shots (hi, Cindy!) in sheer, cleavage-baring designs, as well as full-length pics modeling caged, tiered, ruffled looks from the spring collection.

And according to Schiffer, reuniting with Crawford and Campbell on set felt like no time had passed at all. “I loved seeing Cindy and Naomi again,” she wrote on Instagram. “Every time it’s like I’m continuing a conversation from the day before. We have experienced some amazing times together. Cindy and I talked about family life as we had our hair and makeup done and Naomi, who still has the best body in the business, made us laugh.”

The brand’s creative director, Olivier Rousteing, called the photos a “dream come true” on Instagram, explaining that it was actually these three supermodels that made him fall in love with fashion.

“While we shot these images, I had to smile as I imagined how my adolescent self would have reacted with utter disbelief if someone could have traveled back in time to tell me that one day I would be in a New York studio, watching Steven Klein shoot Cindy, Claudia and Naomi for my Spring 2016 campaign — for those four singular talents have inspired me from day one,” Rousteing said in a statement.

He said it was their editorials that “first made clear to me the amazing transformative power of fashion.” Adding, “Still today, many years on, their iconic images are often found amongst the jumble on mood boards in my (and almost every other designers’) atelier. To say that working with them was a dream come true is no exaggeration.”

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He hopes these ads will come full circle one day, to serve as inspiration for the next generation of high-end designers. “Looking at them now, I like to think that perhaps someday these shots might also form part of some future designer’s mood board,” he said.

As for the models, they’re celebrating appropriately — with epic #tbt Instagrams.

Excited about Balmain’s new ads? Share with us in the comments below.

–Colleen Kratofil