demna gvasalia’s new balenciaga campaign is all about real life
Forget supermodels and movie stars, Balenciaga is taking inspiration from sidewalks and rainy days.
For his first campaign outing at Balenciaga, Demna Gvasalia kept things simple. Rather than casting superstars and flying them to exotic locations, photographer Mark Borthwick shot the same models who walked in the label's March Paris Fashion Week show on the street.
Speaking to WWD Demna explained, "I wanted the pieces to be shot in a real environment around where we work and live." In the images the models hanging out on sidewalks could be mistaken for someone waiting for a bus if it wasn't for all the casual Balenciaga. The whole thing feels like peering in on someone's dreary Monday morning — obviously, someone very, very stylish. The consciously undone aesthetic is pure Demna, and reflective of the Vetements approach that made him and the collective fashion folk-heroes.
If you were wondering if we'd eventually see a return to the brand's Alexander Wang era of celebrities as campaign stars, it's probably best to not hold your breath. Demna explained, "The new Balenciaga women, the women who wear the clothes, are my celebrities." We have to say, it's nice to see a little slice of regular life in the middle of the fashion fantasy.
Text Wendy Syfret
Images via Balenciaga