They are one of the world's most famous couples - and have quickly gained respect among the fashion elite. And now, one esteemed designer has revealed why Kim Kardashian and Kanye West have the midas touch. Olivier Rousteing has revealed that he chose Kim and Kanye to star in Balmain's latest campaign because they 'represent a family for the new world'. Scroll down for video . Fashion's most well-connected designer, Olivier Rousteing, has revealed why he snapped Kim Kardashian and Kanye West up to front his Balmain campaign . The 29-year-old creative director has revealed he was inspired to feature the couple - who have a 22-month-old daughter North - in the label's spring/summer 2015 men's campaign. The French designer, who recruited the loved-up couple for his Army Of Lovers campaign, says they are 'among the most talked-about people' and embody the idea of a modern family. Speaking to InStyle magazine, he said: 'When I was young, I never had a reference of a mixed-ethnicity couple. 'Today they are among the most talked-about people, and North is one of the most beautiful babies on the planet. They represent a family for the new world.' Speaking about his choice of campaign stars, Rousteing said: 'When I was young, I never had a reference of a mixed-ethnicity couple' Kanye West  Kim Kardashian rocking Balmain at the BET Honors 2015 at Warner Theatre in January . The 29-year-old creative director says he snapped up the duo, seen wearing his designs, because they are 'among the most talked-about people' and embody the idea of a modern family . Olivier - who regularly dresses Kim, 34, and her siblings for the red carpet - explained that when Kendall Jenner and Kim wear his clothes, they look like a 'fashion army'. The whole family seem enamoured with Rousteing's designs and Kim and Kanye often sport matching outfits by the French fashion house. Kim and Kanye this week made trips to France and Armenia with their daughter, North West. The trip to the religious mecca reportedly included North being baptised in the country where her late father's side of the family originated from. Kim Kardashian, Kanye West and North visit the Geghard Monastery in Armenia and take in the sights . Kim, Kanye and North have become a fashionable family. Pictured here with Alia Wang, Aimie Wang and Nicki Minaj at the Alexander Wang show in February 2014 .
Olivier Rousteing has revealed why he chose Kim and Kanye for Balmain .
Designer says the couple are 'among the most talked-about people'
Fashionable couple love wearing matching designs by Balmain designer .