The luxurious One&Only Aesthesis resort on the Athenian Riviera hosted a dazzling pool party, as Balmain took over the pool area in a glamorous celebration. This event was the highlight of the resort’s Grand Opening Weekend, blending fashion and luxury in a truly spectacular way.

Hosted by Balmain’s Creative Director, Olivier Rousteing, the event attracted a crowd of international celebrities and fashion icons. Among the notable guests were actors Liam Hemsworth, Kim Cattrall, Luke Evans, and Gugu Mbatha-Raw; pop star Kylie Minogue; and top models like Jon Kortajarena, Romee Strijd, and Chanel Iman. The pool party and brunch captured the essence of Balmain’s chic style and the luxurious atmosphere of One&Only Aesthesis.

Blending Fashion and Luxury

The collaboration between Balmain and One&Only Aesthesis brought a taste of ‘New French Style’ to Athens. Balmain’s signature Labyrinth pattern transformed the pool area with a unique design featuring interlocking “B” and “P” motifs. This pattern adorned the parasols, sunlounger cushions, floating loungers, and cabanas, creating a stylish and sophisticated look that perfectly matched the resort’s mid-century modern architecture.

A Day to Remember
Guests enjoyed a delightful brunch at the poolside restaurant, Ora by Ettore Botrini. The menu featured gourmet dishes like beef carpaccio, fresh salads, and barbecued seabass. Refreshing drinks, including Aegean Mules, Peach & Spritz cocktails, and Kylie Minogue’s wines, were served as guests mingled and enjoyed the vibrant atmosphere. DJ Mikey Deleasa played live music, adding to the festive mood.

Launch of the Exclusive Balmain x One&Only Aesthesis 1945 Cabas

A highlight of the event was the launch of the limited-edition Balmain x One&Only Aesthesis 1945 Cabas. This exclusive bag, available only at the resort’s NEO boutique, features a relaxed, oversized design with bold golden hardware and Balmain’s iconic logo. Priced at €2,600, the 1945 Cabas comes in black and white and perfectly blends Balmain’s high-fashion edge and One&Only Aesthesis’s luxury appeal.

A New Era for the Athenian Riviera

This pool party was the grand finale of One&Only Aesthesis’ Grand Opening Weekend, a series of events that attracted top celebrities, influencers, and fashion leaders—the weekend highlighted the revival of the Athenian Riviera, a destination once famed for its popularity among Hollywood stars and the international elite in the 1960s.

With the Balmain takeover, One&Only Aesthesis has set a new standard for luxury experiences on the Athenian Riviera. This summer, guests can look forward to more events and enjoy the stylish Balmain-inspired poolside décor, making every visit a celebration of elegance and luxury.

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The French fashion house is to release its first collection this summer, billing it as gender-neutral and socially conscious, made of ethically sourced 18-karat gold, “conflict-free minerals” and traceable gemstones.

That the 32 designs will be bold seems to be a given, if creative director Olivier Rousteing’s last Balmain show for spring 2022 was any indication: It featured gold chain links scaled up to create sexy tops, one of which was recently worn by Elle Fanning to the 2021 InStyle Awards.

Balmain chief executive officer Jean-Jacques Guével calls fine jewelry a “natural extension of Balmain’s luxury universe,” while Rousteing notes that “everything that comes out of our studio remains true to the house’s audacious, inclusive spirit and always-bold silhouette — making it possible to quickly recognize a Balmain design.”

For the new venture, Balmain said it is relying on the expertise of the Adorisa Group, established in Paris last year and helmed by former De Beers jewelry CEO François Delage.

“We are proud to be true partners of both Olivier Rousteing and Balmain,” Delage said in a statement, explaining the raison d’être of Adorisa. “We like to think of ourselves as connectors and facilitators, which is why we worked so closely with Olivier and his team, using our expertise to ensure that both the house’s distinct attitude and Olivier’s creative vision were perfectly translated into Balmain’s first fine jewelry collection. In addition, our deep commitments to sustainability and craftsmanship are values that Balmain clearly shares.”

Led by Delage and Albert Bensoussan, previously CEO of the luxury watches and jewelry division at Kering, Adorisa Group “partners with fashion houses as they diversify into fine jewelry, supporting and guiding them on all aspects of design, production, marketing and distribution,” its website says. Bensoussan’s title is vice chairman.

Adorisa is part of Alsara Investments Group, whose holdings include another start-up, Akoni, maker of Balmain eyewear. Alsara Investment Group was founded by Rachid Mohamed Rachid, who is also CEO of Mayhoola for Investment, Balmain’s owner.

Adorisa noted that Balmain’s fine jewelry would be crafted “in the finest workshops in France.” It will be available worldwide at Balmain boutiques, leading luxury multibrand jewelers and fashion addresses, as well as online, the brand noted.

Branded jewelry — whether costume, fine or high — is a hot category, with Prada entering the fine jewelry space in 2019, for example.

According to Adorisa, “Fine jewelry is a true brand and business opportunity for many fashion houses. There are still very few actors in the category, which is also one of the fastest growing categories within luxury. Balmain is the first brand in the Adorisa Group portfolio and we are looking forward to collaborate with many more.”

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Days before his spring 2021 show, Rousteing spoke via email about the opening, the reinvention of the P-B Balmain monogram that Pierre Balmain himself launched to celebrate his own NY store in 1970—there are a couple of new limited edition BBuzz bags in that very motif—and why Rousteing, long a fan of the city, still has New York on his mind

Rousteing added Yes, today we are facing some big challenges and concerns. And it’s not just a pandemic. In fact, we’re facing a multitude of enormous issues that we have all avoided dealing with for way too long. But I’m optimistic. My personal story itself makes very clear that change and progress is possible. Someone like me wasn’t supposed to end up in the position that I ended up in—me, being here, now—it shows that change can happen, things can improve.

But there’s a long way to go and the need for us to fight for true change becomes more and more obvious every day. That need and desire for change is the message that I see on the streets now and believe in. There’s a new generation that is aware of our power and our possibilities and that’s why we see that empowering diverse mix on the street, pushing for overdue changes. They give us all hope.

While preparing for our new Madison store we started exploring the look of our first American address, which was in the same neighborhood and which opened 50 years ago, in 1970. That space held a special carpet that Pierre Balmain designed, relying on an entwined “p” and “b”. And Pierre Balmain seems to have really liked the look of his design—he brought it back to Paris for the revamp of our Paris flagship

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Balmain is returning to the couture calendar for the first time in 16 years. Leading the charge is Olivier Rousteing, who has been at the creative helm of the house since 2011 and is widely credited with boosting the brand’s profile through his Balmain Army – an inner circle of internationally famous poster girls, including Kim Kardashian West and a handful of Victoria’s Secret models.

Speaking at WWD’s Retail & Apparel CEO Summit, the French designer said that he is “looking to bring back the Parisian DNA” by reviving the couture division. The January haute couture shows will premiere his inaugural Balmain output as a couturier, but, he revealed, he has his sights set on accessories, fragrance and cosmetics too.

Indeed, the Balmain expansion plan is firmly underway. In May 2017, Rousteing partnered with L’Oréal Paris on a collection of Balmain lipsticks that he had designed himself. At the time he told Vogue that the collaboration was rooted in three things: “First, the savoir faire, which means couture to me. Second, diversity, because this is a topic that is really important to me. And third, modernity.”

As with his Victoria’s Secret collaboration the same year, and his H&M collaboration in 2015, Rousteing welcomed the chance to make his creations available to a wider audience through lower price points. “A lot of people love Balmain but can’t afford it, and with the lipstick they can get into the Balmain universe in an affordable way,” he said. “I create a world that is expensive because with Balmain it’s luxury, but if you think of my ideas and ideologies it’s more than a price on the clothes,” he explained.

Though couture does not support the affordable aspect of the business model, it will certainly expand Balmain’s world and, crucially, underline all of Rousteing’s efforts with real craftsmanship and integrity.

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