The Great Balmain Hair Swap Was an Ad, of Sorts

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Who's who?Photo: Antonello Trio

It was the swap heard ‘round the world. Kendall Jenner and Gigi Hadid traded tresses at Balmain’s show earlier this month, and everyone lost their minds. Well, according to the Business of Fashion, their wigs were from Balmain Hair Couture, the brand’s high-end hair line (which has been around for some time now — the Cut test drove their $600 clip-in extensions in 2012). The line also offers hair-care products and brushes, and is a top seller at Net-a-Porter, per the company. And now the brand is looking to expand in a big way, especially in the U.S.

Steward Guliker, CEO of Balmain Hair, thinks that the concept will have particular appeal among the young women who follow the model duo’s every move. “Changing your lips from purple to red, that’s nice and you can get a reaction,” he told BoF. But changing your hair — it’s a shock effect. That’s what people like to do [to] be noticed.” It certainly worked for Kendall and Gigi.