Rockstar
Hunky male model Clément Chabernaud stars in the Balmain Homme Spring/Summer 2010 look book. Photographed by Karim Sadli, the shots show a lot of neutral-colored utilitarian fashions.

The Balmain Homme Spring/Summer 2010 collection is very different in look and feel compared to Balmain womenswear, which is traditionally the peak of glam rock opulence. Balmain Homme is far more relaxed and is inspired by Christophe Decarnin's, Balmain's creative chief, own personal style.

Implications - Consumers are attracted to products that feature a luxurious element. Designs that are glamorous while being practical are appealing to those who want comfort with style. Companies attempting to solidify their place on the market could develop more items with this in mind.