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The 'Jolie Madame' style of sophistication marked the work of Pierre Balmain (1914-1982) who referred to the art of dressmaking as 'the architecture of movement'. He opened his own fashion house in 1945 and always stayed true to his motto: "Good fashion is evolution, not revolution". Balmain was very popular with royals, the jet-set and movie stars: his vintage couture gowns are still favoured for red carpet occasions. Balmain's current creative director is Olivier Rousteing, a Roberto Cavalli protégé. He has given the label a cool and vibrant Rock 'n Rihanna edge, without sacrificing Pierre's sense of elegance.