French fashion label Balmain—named for its founder Pierre Balmain—was originally known for its regal, decorous, and refined gowns, the stuff of that princesses in fairy tales would don to the opera or some other cultured affair. But in 2005, Christophe Decarnin cleaned house and overhauled the brand. Decarnin's vision was less royal and more rock star, and editors and shoppers alike were thrilled with his sharp-shouldered, decadently embellished jackets, and slouchy, ripped-up designs. But these bad girls (and boys) had to shell out a small fortune to wear have the name Balmain on their bodies—the brand came under fire for notoriously producing a ripped T-shirt that cost more than $1,000.
Last year, without much fanfare, Decarnin was succeeded by a relative unknown by the name of Olivier Rousteing, who has maintained the balance of showy and chic—even basing his last collection on Elizabeth Taylor's collection of Fabergé eggs. Earlier this week, the classic label made a full-tilt attack on the Internet by releasing their official Facebook page, Twitter account (@BalmainParis), and YouTube channel. To help greet his online fans, Rousteing starred in a short video explaining what we can expect from Balmain's new online presence. While the backstage antics, the archives, and behind-the-scenes access is exciting and all, the most thrilling part is Rousteing himself, who is, to be frank, totally hot. The more we can see of that mug, the better. Check out the video below for proof.