Back at the end of June, Balenciaga released their first campaign since Demna Gvasalia took creative control of the house. Shot by Mark Borthwick, they featured the AW16 collection which made waves at Paris Fashion Week in March, described as “a translation, not a reiteration” and “a new chapter” for the house.
This week, they’ve revealed more images on social media. Following the on-the-street style of the first two shots, they see models pose relatively candidly – one even sipping a cup of coffee. All present are the show-stealing looks, including the structured coats, platform boots, colourful shoppers, and the floral dresses that nod towards one of Gvasalia’s beloved Vetements silhouettes. The campaign is, unsurprisingly, styled by Gvasalia’s partner in crime Lotta Volkova.
“I wanted the pieces to be shot in a real environment around where we work and live,” Gvasalia said in an interview with WWD when the first pictures were released. “So we shot in various locations on the streets of Paris.”
Since that first show in March, Gvasalia’s Balenciaga has gone from strength to strength, with a menswear debut on the roof of a Paris school in June. If there’s one thing that can be said for this new era for the house, it’s that nothing they do will go unnoticed – Marc Jacobs even gave his seal of approval to the campaign on Volkova’s Instagram, writing simply: “gorgeous”.
