Balmain's Spring 2015 campaign features models Adriana Lima, Joan Smalls, Rosie Huntington-Whiteley, Isabeli Fontana, and Crista Cober eating posing with burgers and playing video games in what looks like a stoner's den. Although the models still look relatively flawless and obviously stylish, its an interesting choice for a couture fashion house to eschew the aspirational.

In a press release, Olivier Rousteing explained that "the incredible power that all those strong women bring in front of the camera, put into real life situations, helped me explore and create a new reality that represents the pop aspect of my generation." The 25-year-old head designer is building a "Balmain Army" and clearly, he's been keeping up with the snackwave and slobcore tags on Tumblr to get modern women -- the woman who tries to not try at all -- on board. This makes sense, knowing that the fashion house enlisted Rihanna, the queen of IDGAF chic, as their former campaign star.

And ultimately, as Roustening told WWD, "You can't eat caviar everyday" while burgers, we like to think, are forever

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