It's a way for every brat who can't get Balmain to get a feel of it, so why not? Elie Saab is in a desperate need to do the same and capitalize upon it while it can. The resort line was a good beginning.
Heck maybe the main like will get the upgrade that it needs and reach that level of luxury that one would expect it to be and leave all the designs that we see over and over in the main line into this line.
The name is horrible, but eh... what can one do. I appreciate them trying to keep the founders name in there somewhere but in this cheaper line it's not the best place. Anyways, we'll see how this turns out.