Balmain wants to be your friend. The French brand launched Facebook and Twitter accounts today in an effort to be less “closed to the consumer,” according to Balmain CEO Emmanuel Diemoz. The brand’s 25-year-old creative director, Olivier Rousteing, tells WWD, “It’s an experience. I will reply, and be the first to check it and see if there are a lot of ‘likes.’ ” [WWD]