From its ambigious Instagram grid and captionless photos to the forthcoming return of the couture collection, things go extremely unpredictable at Balenciaga ever since Demna Gvasalia took over the helm.
And we are not complaining.
Balenciaga has been making its concerns towards global issues pretty clear through its collections and advertising campaigns. First, we had a "borrowed-from-Bernie" logo, then a collab with World Food Programme and a European Parliament replica runway right amidst Brexit.
The movement accelerates as the Parisian house unveiled its Spring/Summer 2020 campaign. In a series of campaign pictures lensed by political campaign photographer Laurence Chaperon, models posed straight and still against the Euro-blue background, with striking impassioned slogans like "Power Of Dreams", "Think Big'", "Love Is For Everyone" and "We Vote For Tomorrow" stamped upon.
The Spring/Summer 2020 campaign reaches its acme when the familiar faces of Balenciaga turned into news anchors, reporters and party candidates in a 4-minute evening news piece, produced by artist Will Benedict.
Models clad in the house’s SS20 collection and prosthetic-cheeks straight from the runway was recreated. And if all those blank stares and headlines didn't disturb you, you are probably not paying attention.
Balenciaga Spring Summer 2020 campaign: