Centred around the mantra of ‘vida es arte’ or ‘art is life’ the new fine jewellery lines offer a vision of eternity. The Emblem collection showcases a combination of yellow gold, diamonds, onyx, and tsavorite. It takes inspiration from Balmain's heraldic crest as well as certain elements from Rousteing's Fall/Winter 2012 collection, which drew influence from Fabergé eggs. The Labyrinth collection, which finds its roots in French Renaissance gardens, is crafted in yellow gold and highlights Balmain's elaborate pattern, initially introduced by Pierre Balmain in 1970, which was reintroduced into recent collections by Rousteing.

Historic savoir-faire effortlessly melds with modern rebellious spirit, as the two collections bring together a total of 23 pieces of necklaces, bracelets, earrings and more, made in French workshops from ethical and sustainably-sourced 18-carat gold, conflict-free minerals and traceable gemstones. Each piece of the fine jewellery line is unique, as a result, the number of stones, carat weights and product dimensions may vary from one piece to another. “It is important that the design of each Balmain space emphasises the second part of the house's official name: Balmain Paris,” emphasised Olivier Rousteing in a press release. “Just as we do with Balmain jewelry, we are interpreting our heritage in a contemporary and innovative way, avoiding all clichés.”

Ahead of the campaign launch, the Parisian fashion house, recently set up corners dedicated to its jewellery collections in Paris, New York and Milan, and plans to set up more in its Shanghai and Los Angeles flagships.