Is Balmain's sister-ad fashion's most epic stunt?

Earlier this week, Balmain shared with the world the first look of its new sister-themed fall campaign - featuring, of course, the famous celebrity siblings - Kendal and Kylie Jenner, Joan and Erika Smalls and Gigi and Bella Hadid. Shot by noted photographer Mario Sorrenti, the ads are devastatingly glamorous as is Rousteing's design - sexy and powerful.
Describing the campaign as 'a celebration of the unique and unconditional love of siblings', Balmain Creative Director and designer Oliver Rousteing sure knows how and more importantly where to get the most of the love. Rousteing, is a designer who knows his audience, he is well aware of the wondrous influence that pop culture has on the time we're living in. Known for the electrifying spirit his designs carry, his clothes are worn and desired by who's who from the worlds of music, fashion, film and television. Not only are they worn and desired but widely copied too.
Balmain debuted the first and the subsequent looks on its social media platforms - twitter and instagram, targetting millions of its followers. But the number doesn't end there. By tapping the power sisters (and their million followers), the fashion house has, most likely, hit the jackpot.
With Kendall Jenner (31.8 million Instagram followers, 11.6M Twitter followers), Kylie Jenner ( 29.4 million Instagram followers, 10.4M Twitter followers), Gigi Hadid (4.7 Instagram followers, 484K Twitter followers), Bella Hadid (1M Instagram followers, 107K Twitter followers), Joan Smalls (1M Instagram followers, 219K Twitter followers) and Erika Smalls (8K Instagram followers, 1K Twitter followers), could this sister campaign be fashion's most epic stunt, ever? It looks like so.
But how did it all start, what inspired the designer and what do the Jenner and the Hadid sisters represent about Balmain. Let's hear it from the creative genius behind the brand - Balmain Creative Director Oliver Rousteing.
How did the 'sister' concept begin:
This season's Balmain campaign was inspired by a brief, key moment that happened while we were shooting our last campaign. While I watched Mario capture a kiss last fall, I was struck by the love and emotion that I was witnessing in front of me. Starting with a determination to once again focus on the beauty of an intimate connection, my team and I quickly concluded that a celebration of the unique and unconditional love of siblings is a natural progression from the spirit of last season.
What do these 'power sister' represent about Balmain:
They represent the fresh, diverse and open spirit of a new generation of fashion.
What is the most beautiful thing you took from the campaign:

Watching them (sisters) work together made clear to me the universality of an age-old truth: the truly powerful strength, support, and love that family members can provide to one another.