When Christophe Decarnin abruptly left Balmain in 2011, the French fashion house knew the inherent risk in its decision to internally hire Olivier Rousteing as creative director. At just 25 years of age at the time, Rousteing presented a youthful approach which seemed very radical in comparison to Balmain’s traditional roots. However, the decision has greatly paid off, helping the company reach younger audiences through its various pop-cultured, social media-centric fashion campaigns. The young designer recently sat down with Business of Fashion to discuss the growth of Balmain since its digital revolution. Enjoy the 20-minute video interview above and to read the article, visit here.