Shortly after 3pm on September 29, 31-year-old Olivier Rousteing strode through the shimmering, fleshy backstage area at Balmain's Spring 2017 Paris Fashion Week show. Along the marble hallway of a hôtel particulier in the 8th arrondissement, long-limbed clusters of supermodels were gamely tolerating final applications of leg-moisturiser, make-up touch-ups and minutely precise hair interventions from squads of specialists as fast and accurate as any Formula 1 pit-stop team. The crowd parted as Rousteing swept through.

Wearing a belted, black silk tuxedo and a focused expression that accentuated his razor-sharp cheekbones, Rousteing resembled a sensuous hit man. Target identified, he led us to the board upon which photographs of every outfit were tacked.

We asked him to tell us about the collection (for that's what fashion editors always ask). "There is no theme," said Rou­steing in his fast, French-accented lilt. "No inspiration from travel or time. The inspiration is what I feel, and what I feel now is peace, light and serenity. I feel like in my six years here before this, I have tried to fight so many battles. Because there is no point anymore in fighting about boundaries and limits in fashion. Balmain has its place in fashion."

And the clothes? "There is a lot of fluidity. A lot of knitwear, lightness, ponchos. No body-con dresses. But whatever I do, even if I cover up my girls, it is like people can say I am ******. So this is what it is. I think there is nothing ******. I think it is really chic. I think it is really French. It is how I see Paris. And I have had too many haters during the last three years to defend myself again. So, this is Balmain." And then the show began.

Star endorsements

Under Rousteing, Balmain has become the most controversial fashion house in Paris. Rousteing has attracted (but not bought, as other, far bigger houses do) patronage from contemporary culture's most significant influencers. Rihanna, all the Kardashians, Kanye West, Taylor Swift, Miley Cyrus, Beyoncé, Justin Bieber – a royal flush of modern celebrity aristocracy – all champion him.

Immediately after this show, in that backstage hubbub, Kim Kardashian told me: "I thought it was very powerful…I loved the sequins, and I loved all the big chain mail belts – that was probably my favourite."

Yet for every famous fan there is a member of the fashion establishment who will sniff over coffee in Le Castiglione that Rousteing's crowd is declassé and his aesthetic best described by that V-word. The New York Times' fashion critic Vanessa Friedman reckoned this collection appropriate for "dressing for the captain's dinners on a cruise ship to Fantasy Island". At least she did not use the V-word. When I once deployed it – as a compliment – in a 2015 Vogue menswear review that declared "Rousteing is confidently negotiating a fine line between extravagance and vulgarity", I was told that Rous­teing was aggrieved.

The fashion world's ambivalence towards Rousteing is a measure of its conflicted feelings towards much in contemporary culture. Last year Robin Givhan of the Washington Post wrote of Balmain: "The French fashion house is always ostentatious and sometimes ******. It feeds a voracious appetite for attention. It is anti-intellectual. Antagonistic. Emotional. It is shocking. It is perfect for this era of social media, which means it is powerfully, undeniably relevant."

Since joining Instagram four years ago Rousteing has posted 4000 images and won 4 million followers. The combined reach of his audience members and models at this Balmain show was greater than the population of Britain and France combined. Balmain was the first French fashion house to gain more than 1 million followers, and currently has 5.5 million of them.

Loving his haters

As digital technology disrupts fashion, Balmain's seemingly effortless mastery of the medium galls some. Last year, the designer posted an image of a comment from a ****** follower to his feed. It read: "Olivier Rousteing spends more times taking selfies for Instagram than designing clothes for Balmain." Underneath, in block capitals, he commented "i love my haters".

Rousteing can be funny and flip – doing a video interview after the show, I opened by asking, tritely, how he felt. He replied: "Now I feel like some Chicken McNuggets with barbecue sauce, and then some M&M;'s ice cream."

When at work, however, that flipness flips to entirely unflip. The previous evening, at a final fitting for the collection, Rousteing had paced his studio, his face a scowl of concentration, applying final edits to the outfits to be worn by models Doutzen Kroes and Alessandra Ambrosio. The 30-strong team of couturiers working in the adjoining atelier delivered a steady stream of altered dresses.

"We are ready," he said from behind a glass desk in a rare moment of downtime. "This a big show – 80 looks – and I want a collection that is full of both the commercial and couture. But it's smooth too. All of the girls are excited about the after-party and interested in the music. And eating pizza." In the corridor outside Gigi Hadid – this season's apex supermodel – was indeed eating pizza, with gusto.

The fitting went on until far beyond midnight; Rousteing, fiercely focused, demonstrated the work ethic for which he is famous. When he was studio manager for Christophe Decarnin, his predecessor at Balmain, the young then-unknown was always the first in and last out of the studio. Emmanuel Diemoz, who joined Balmain as finance controller in 2001 and became chief executive in 2011, says that his hard graft was one of the reasons he was chosen to succeed Decarnin.

"For sure it was quite a gamble," says Diemoz. "But we could see the talent of Olivier. Plus he understood the work of Christophe – who had helped the brand recover – so he represented continuity. He was a hard worker, clearly a leader, with a lot of creativity. Plus the size of the turnover at that time was not so huge. So we were able to take the risk."

Clear leader

Which is why, aged 24, Rousteing became the creative director of one of Paris's best known – but indubitably faded – fashion houses. In 2004 it had been close to bankruptcy. In 2012, Rousteing's first full year in charge, Balmain's sales were €30.4 million and its profit €3.1 million. In 2015, sales were €121.5 million and its profit €33 million. Vulgarity is subjective; numbers are not.

Rousteing, who is of mixed race, was adopted at five months by white parents and enjoyed an affluent and loving upbringing in Bordeaux. "My mum is an optician and my dad was running the port. They are both really scientific – not artistic. So I had that kind of life. Bordeaux is really bourgeois and really conservative, I have to say."

After an ill-starred three-month stint at law school – "I was doing international law. And I was like, 'oh my God, that is so boring'" – he did a fashion course that he managed to tolerate for five months.

"I found that really boring as well. I just don't like actually people who are trying to **** your dream. And I felt that is what my teachers were trying to do."

Obsessed with Gucci

Following a three-month internship in Rome – "also boring" – Rousteing became fascinated with Tom Ford's work at Gucci. "I was obsessed, obsessed, obsessed. Sometimes the press did not get it but I thought 'this is like genius, the new **** chic'. Obsessed, full stop."

He wanted to work there – "that was my dream" – but applied to every fashion house he could, and found an opportunity to intern at Roberto Cavalli. "They took me in from the beginning. I met Peter Dundas [then womenswear designer at the brand] and he said you are going to be my right hand – and start in four days."

Rousteing counts his five years in Italy as formative both creatively and commercially, but when the opportunity came to return to France in 2009 he leapt at it. "Christophe said he liked my work and that he needed someone to manage the studio. So two weeks later I was here. I loved Balmain at the time, when Christophe was in charge. It was all about rock 'n' roll chic, ****, Parisian. And he was appealing to a younger generation. You can see when brands become old but Balmain was touching this new audience. I always say Christophe's Balmain was Kate Moss but mine is Rihanna."

When Decarnin left and Rousteing replaced him, the response was a resounding "who?". His youth prompted some to anticipate failure.

"It was not easy at all. Every season I had the same questions." Furthermore, Rousteing (who has said he thinks of himself as neither black nor white) was the only non-white chief designer at a Parisian couture house. In a nation in which very few people of colour hold senior positions, his race may have contributed both to the establishment's suspicion of him and to his powerful sense of being an outsider.

'Beautiful spirit'

As he began to build a personal vernacular of close-fitted, heavily jewelled, gleefully grandiose menswear – fantastical uniform for a Rousteing-imagined gilded age – for both women and men, that V-word loomed.

"They asked, 'But is it luxury? Is it chic? Is it modern?' All those kinds of words. But you know there is no one definition [of fashion] even if people in Paris think there is. And, I'm sorry, but I think the crowd in fashion are those who understand the least what is avant-garde today."

In 2013 Rihanna visited the studio, met Rousteing, and reported all with multiple Instagram posts. "You are the most beautiful spirit, so down to earth and kind! @olivier_rousteing I think I'm in love!!! #Balmain." :')"

Rousteing met Kim Kardashian at a party in New York – they were drawn together, he recalls, because they were both shy – and was promptly invited to lunch with her family in Los Angeles.

An outsider in the firmament of old-guard Paris fashion, Rousteing was earning insider status within a new, and much more influential, supranational elite. He points out that Valentino, Saint Laurent and Pierre Balmain himself "were close to the jet set of their time. What I have on my front row is the people who inspire my generation".

From them, he learned a new way of doing business. "I think it was Rihanna and the music industry that first understood how Instagram can be part of the business world as well as the personal. But in fashion? When we started it was 'why do you post selfies? Why do we need to know your life, see you waking up, see you working? Why don't you keep it private'. And I was like 'you will see'."

Rousteing cheerfully declares his love for Facetune – "I don't have Botox but I do have digital Botox!" – an app that helps him airbrush his selfies and tweak those ski-***** cheekbones.

Reaching new population

From his office around the corner from Rousteing's, Diemoz adds: "When Olivier first proposed Balmain use social media, our investment in traditional media was costing a lot. Here was an alternative costing less but bringing huge visibility. It has been successful, quite rapidly…we decided to be less Parisian in a way but to speak to a new population. A brand has to be built around its heritage but we are proposing a new form of communication dedicated to a wider group of customers."

The impact of that strategy became apparent in 2015, when Rousteing and Balmain were invited to design a collection for the Swedish fast-fashion retailer H&M.; Within minutes of going on sale – and this is not hyperbole – the collection, available at vastly cheaper prices than Balmain-proper, had completely sold out. In London, customers fought on the pavement outside H&M;'s Regent Street branch. "Balmainia!" blared the headlines.

You have to move fast to get backstage after a Balmain show. I was out of my seat and trotting with purpose even before the string-heavy orchestra at the end of the catwalk had quite stopped playing Adele.

Rousteing had taken his bow merely seconds before. Still, too slow: I ended up in a clot of Rousteing well-wishers stuck in a corridor blocked by security guards. A Middle Eastern woman against whom I was indelicately jammed looked at me, laughed, shook her head, then said: "We pay millions for a fashion house – and then this happens!"

In June, Balmain was bought for a reported €485 million by Mayhoola, a Qatar-based wealth fund said to be controlled by the nation's ruling family. As so often with Rousteing-related revelations, some declared themselves nonplussed. "Why Would Mayhoola Pay Such a High Price for Balmain?", one headline asked. Yet Mayhoola, which acquired Valentino four years previously for $US858 million, might have scored a bargain.

Clothes key to revenue

Despite its huge, Instagram-enhanc­ed footprint, Balmain is a small, lean and relatively undeveloped business. Most luxury fashion houses today – Chanel, Burberry, Dior, et al – will emphasise their catwalk collections for marketing purposes but make most of their money from the sale of accessories, fragrances and small leather goods like handbags and shoes. One of the big fashion companies makes a mere 5 per cent from its catwalk clothes.

At Balmain, by contrast, clothes bring in almost all the revenues. If Balmain had the same clothes-to-accessories ratio as its competitors, its overall annual income could be more than €1 billion ($1.4 billion).

The company is moving in that direction. New accessory lines are in the pipeline. "Now we have to transform that desire into business activity," said Diemoz. "Sunglasses, belts, fragrances, the kind of products that can be more affordable."

The first bags should be available in January, as will a wider range of shoes, and then more, more, more.

Six days after his show, on the last day of Paris Fashion Week, I returned to the Balmain atelier. Apart from two assistants, Rousteing was the only person there – everybody else had gone on holiday to recover from the frenzy of preparing the show, or was busy selling the collection at the showroom around the corner.

Rousteing sat behind his desk in the empty room, wearing slingback leopard-print slippers, sweatpants and shades. "I am not even tired! I am excited. Because there are so many things happening – and I can't wait."Read more at:www.marieaustralia.com/red-carpet-celebrity-dresses | http://www.marieaustralia.com/formal-dresses-adelaide

There is something discombobulating about feeling a shudder and a tilt, the models in front of you apparently moving slowly sideways, as the stand with your show seat starts to move in circles.

At the same time, the models at the Céline show seemed to be going off in all directions. Popping in and out of the black holes of space were models - young or older - wearing a smart green masculine trouser suit, a striped shirt, a white belted raincoat, something furry and - unexpectedly - a tunic and trousers printed with black wheels and checks skittering before your eyes.

All this and the bodies and arms of shadowy people behind the plastic backdrop. I rushed backstage to try to make sense of the show chaos (sorry: artistic intrigue), but designer Phoebe Philo did not want to talk when I asked her the point of her dramatic presentation of her Autumn/Winter 2017 collection.

"Just ideas coming together with lots of ideas," said the designer. "Just lots and lots of ideas and how they impact each other."

Around me, Phoebe's team were hugging and sobbing and clutching each other, as if this show were their last. Overview notes provided by the public relations people seemed even more confusing, apart from telling me that the installation (that required more electric cables and wires than I have ever seen above a fashion runway) was by French artist Philippe Parreno.

''The Céline AW17 collection explored Phoebe Philo's storytelling design process of how a collection is created and the notion of how changes result in impact," read the statement. "Further, the collection relates closely to the interconnected nature of women's lives and possibilities for women."

Before I read this, I had thought of Phoebe as the English designer who has her children running around backstage and who made practical but classy clothes for today's woman. She threw into the mix a few charming pieces like the fluffy flat sandals that have been picked up by other designers across the world.

With all that on offer, why did the new Céline collection have to complicate things so much?

Take away the moving seats and impossible-to-follow criss-cross of the models and there was the Céline look that any woman would crave: the bold, floor-length tailored coat; a tuxedo with its hemline sweeping right down to the ankle. The tailoring looked bigger, oversized even, which is in tune with the Eighties-style square shoulders that we have seen elsewhere this season.

Phoebe seemed to be offering a hardened version of the serenity she once found in streamlined clothes. An example of the new severity would be a plain, long sleeved dress with a hemline at mid-calf. Its softer side was a blue shirt elongated to the ankle and worn with trousers.

Ultimately, Phoebe offers 21st century elegance with the smooth lines disrupted by a tangle of fringe at the hem or what appeared to be a big blanket over one arm.

I received an overall impression of longer - to the ankle - length, a sense of sobriety and a few fanciful things for evening. What I missed in the hurdy-gurdy of the presentation, is, as yet, unknown.

With exquisite workmanship and Victoriana melded with pop, Pierpaolo Piccioli had a new vision of romance for the digital era.

Prudishness and pop - can the two really meld together? Yes! If the Victorian-style cape is in a vivid, sugary, postmodern pink and the dress underneath a colourful geometric pattern, recalling the Memphis era.

At Valentino, the 1880s met the 1980s with sensational results as designer Pierpaolo Piccioli dismissed the feminist vibe that has reverberated through the Autumn/Winter 2017 season yet created a collection that was respectful to and joyful for, women.

Just looking at the designer's four moodboards was a history lesson, as Pierpaolo whizzed me through dark Victorian carved birds, bright Memphis furniture, coral with a religious connection to Medusa - so much from the past crammed into one collection.

Yet on the runway, the result was far from overloaded, as the history of coral was subsumed into the necklaces all the models wore and the deflated Victorian silhouette - long and high waisted, but slim where a crinoline once was, seemed perfectly acceptable as a romantic vision of the 21st century.

"I wanted to add deepness and romanticism to the modernity of the shapes, so these are absolutely items that you can wear separately - a white shirt or the skirt with your own sweater," said Pierpaolo. "I think fashion is made for dreams, but sometimes you want a dream that is daywear."

The Valentino studios are at the heart of the matter, apparently finding it as easy to toss off a tailored coat with a mid-calf hemline nudging Victoriana bootees, as it is to make a soft, light dress to flow underneath. The detail and delicacy of the dresses seemed like an extension of the haute couture, but the designer was eager to point out that the clothes came from the Italian factory dedicated to Valentino.

Whether it is so easy visually to mix a sorbet pink top with tiny ruffles down the arms that flowed into a cherry ripe panelled skirt, the result was surprisingly calm. Even the dresses patterned with Memphis pop blended in with the plainer, pleated versions. And just when you thought that the show's high romance was over blown, the designer would slip in a black top over a pair of sloppy velvet trousers or calm a Memphis patterned dress with a tailored coat. A severe black jacket could be worn with anything already in the closet from an LBD to blue jeans. Like the tailored coats, it kept ripe femininity in check.

"For me it is important to keep the lightness, otherwise it doesn’t feel confident and if you don’t feel that you don’t feel beautiful," said Pierpaolo. "I think if you feel confident you can even be able to show your sensibility and really feel stronger."

However you rated the clothes - too fancy, too froufrou, too historical - there is no denying that Pierpaolo has created a vision that is respectful to women and which makes them feel beautiful. In a churning political universe, Valentino offers a small, still voice of calm.

Demna Gvasalia revisited Cristóbal’s silhouettes with surges of modern colour, print and volume.

Balenciaga haute couture has been revived for the first time since Cristóbal himself closed the house nearly half a century ago. The last nine outfits shown by creative director Demna Gvasalia, on the huge carpet patterned with the word 'Balenciaga,' had their roots in the legacy of grandeur left by the noble Spanish-born couturier, who died in 1972.

Demna, who started in fashion by building street-smart, unadorned clothes, deliberately named just Vetements (the French word for clothing), has turned towards the grandeur of the original designs that are part of the Balenciaga legacy.

“I thought 100 years was a good reason to make couture available again,” said Demna backstage. “We're not going to do a couture line or show during couture, but these pieces will be made to order – basically for people who want to buy a couture dress from Balenciaga.”

The grand offerings – the polka dot dress with bustle back, the layers of dark pink taffeta, and a slim black gown, all with large back bows, were not the only historic links. The show opened with tailored coats which were worn with a drape over the left shoulder, reminiscent of the way that the models of an earlier era would walk with their heads up, shoulders rounded and stomachs sunk in.

“I studied how the pieces are worn and I found these images from old mood boards of Cristóbal where women are standing with their coats like this,” the designer explained. “The idea was to bring this kind of elegance, the gesture of wearing those pieces, but take it into a kind of cool and make it more modern. You can also wear it in a normal way, but it is constructed so that one part is larger and then you can also pin it up. And this is what you see basically in all these books.”

Demna's way of rethinking with his brain what he had seen with his eyes is exceptional – and the reason why he seems able to update the house as if he were growing new shoots from existing roots.

The arrival of vivid colour signalled a change of pace, as every figure stood out in the farthest reach of the enormous sports stadium. The hosiery especially perhaps, in grass green, and cut-away waistcoats like harnesses in pastel colours, took the image of Balenciaga back to the early days of Nicolas Ghesquière and his futuristic period at the house.

Demna is also drawn by the flowers that were a part of the Cristóbal Balenciaga look; by showing a patterned skirt with big, bold, brightly coloured sweaters, he gave print a modern feel.

The show was not perfect. Mini dresses in the floral patterns and bright hose looked out of place. But the overall effect was precise but theatrical, with the couture creating a dramatic ending.

Choosing Demna may have been a gamble by François-Henri Pinault, CEO of Kering, the luxury group that owns Balenciaga. But the designer has turned out to be able to answer fashion's most difficult challenge: finding the balance between old and new, tipped towards the future.Read more at:http://www.marieaustralia.com/cocktail-dresses | www.marieaustralia.com/****-formal-dresses

Occasionally, fashion shows start late because the designer is still working on the collection. There are some persnickety types out there who would happily keep tinkering until it’s markdown time.

Maria Grazia Chiuri and Pierpaolo Piccioli decided they would throw in the towel whenever they felt each item in their spring collection was finished just enough to reveal the beauty of the craftsmanship at the heart of a couture house like Valentino. They explained that they had borrowed the concept from the “Unfinished: Thoughts Left Visible” exhibition at the Met Breuer in New York, which showcased some 500 years of paintings still in progress.

The highfalutin’ explanation had one searching for examples beyond the brogues with exposed staples and undyed edges they plucked off a table backstage. But apart from a bit of sagging lining here and a few dangling threads there, here was a collection with that familiar Valentino polish.

The camouflage coats and military-influenced ensembles had a sense of deja vu, too, albeit with more irregular splotches and ruff-hewn embroideries. What felt newer were the monochromatic ensembles, layers of featherweight coats and zippered shirt jackets tucked into tapered trousers. They came in Army green, a deep blue or black — the latter peppered with silver grommets — and were chic from start to finish.Read more at: www.marieaustralia.com/formal-dresses-perth | http://www.marieaustralia.com/formal-dresses-canberra