Joan Smalls Says Working with Kim and Kanye on Balmain Campaign Felt “Easy and Organic”
Joan Smalls was far from starstruck while working with Kim Kardashian and Kanye West on Balmain’s fall 2016 campaign.
“It felt super good to work with friends and work with Kim and Kanye,” she told InStyle at the MTV Video Music Awards on Sunday night. The model (who donned a navel-baring leather bustier and a pair of bell bottoms for the event) was one of a handful of familiar faces who starred in a 7-minute music video for West’s single, “Wolves,” which doubled as a campaign for the brand’s latest line.
“He’s so creative and so intellectual when it comes to fashion and art that it just feels natural,” she said. “It feels very easy and organic.”
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“The line was so beautiful, it was done in video so we had to continually shoot, and then from there, they took the stills for the image,” she said of the first photo (below) released from the collaboration.
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She went on to explain that the campaign was inspired by “Wolves,” a single off of West’s latest album, Life of Pablo. “It was about the clothes and highlighting that, the mood of the music,” Smalls revealed. “The clothes were tight, a bit uncomfortable, but beautiful—it’s high fashion couture so you can’t complain, it comes with the territory.”
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—With reporting by Claire Stern