ARE U EXCITED ⚡️⚡️⚡️JOIN MY NEW NATION #HMBALMAINATION #cantwait #imsoready #secretrevealed @hm @balmainparis

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When Alexander Wang announced his H&M collection at 2014 Coachella, the news and line caused a frenzy. Not only was the announcement surprising but the setting of Coachella was equally monumental and on target for both brands’ demographics. It seems that H&M is in no danger of being outdone by itself as it continues to show PR prowess with its most recent collaboration alert: Balmain. The red carpet of the Billboard Music Awards was stunned when creative director Olivier Rousteing arrived with models Jourdan Dunn and Kendall Jenner in a sneak preview of the Balmain x H&M forthcoming line.

The excitement even has its own hashtag: #HMBalmaination where fans and fashionistas can follow updates and possibly get more previews. Instagram and Twitter soon crafted additional chatter under the hashtag #balmainxhm.

“I want to talk to my generation: this is my main aim as a designer. H&M allows me the unique possibility of bringing everyone into the world of Balmain get a piece of the dream and create a global #HMBalmaination: a movement of togetherness, fueled on a hashtag. The collaboration felt extremely natural to me: H&M is a brand that everybody connects to. It calls for unity, and I am all for it,” says 29-years old Olivier Rousteing.

THE NATION #HMBALMAINATION #areyouready? #jointhenation @hm @balmainparis @kendalljenner @officialjdunn ⚡️⚡️⚡️

A photo posted by olivier rousteing (@olivier_rousteing) on

Established in 1914, Balmain has maintained a fresh fashion aesthetic that to date has major pop culture appeal largely in thanks to Rousteing, who began his fashion career at Roberto Cavalli. With pieces for men and women, the Balmain x H&M line will be in 250 stores worldwide and online on November 5, 2015.