French fashion label Balmain is portraying the intersection of music and fashion in its fall/winter 2016 advertising campaign.

Starring music artist Kanye West and model Joan Smalls, the effort shows the pair mid-motion against a dark backdrop. As the first few images were released on Instagram, the brand told followers to #BeReady.

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Mr. West previously appeared alongside wife Kim Kardashian-West in Balmain’s spring/summer 2015 menswear campaign.

 Balmain spring/summer 2016 menswear campaign

Balmain spring/summer 2016 menswear campaign

Balmain creative director Olivier Rousteing shares a close bond with the Kardashian and Jenner family. The designer dressed Ms. Kardashian-West and her siblings and mother as they attended Mr. West’s Yeezy Season 3 fashion show earlier this year, creating custom Yeezy x Balmain looks.

For this latest effort, Mr. West appears without his family. Opposite Ms. Smalls, he appears to be falling sideways as the model reaches forward toward him, making for a modernist dance. The ads, which were first shared on Balmain’s and Mr. Rousteing’s personal Instagram accounts, were shot by Steven Klein studio and directed by Kids Creative’s Pascal Dangin.

Videos teasing more of the effort show a singular swinging light in a dark room or a frenzied serpentine motion through a series of branches. Consumer response to Balmain’s casting was mixed, so it is too soon to say if this will have an impact on sales. However, Mr. West’s celebrity has been known to move product. Department store chain Barneys New York attracted additional attention to the Kanye West-designed footwear collection it carried through an online raffle.

The Yeezy Season 1 collection of apparel and adidas footwear line was the first for the brand by the rapper-turned-designer, and created significant buzz in the industry. As one of the collection’s authorized retailers, bringing attention to its product offerings, especially something much talked about, placed Barneys in the same conversation as Yeezy Season 1.

Source:     Photos: Balmain