“La new Balenciaga woman and the women who wear my clothes are my celebrities ». So he spoke Demna Gvasalia at the beginning of his mandate, back in 2016, to justify his first (ingenious) advertising campaign. His was a courageous change of course compared to the choices made by his predecessor Alexander Wang. New faces, often unknown, taken in normal poses, in real environments, at work, at home or on the street.
Today, more than a decade later, perhaps thanks to the pandemic and an extraordinary global success, the most loved outsider of the fashion system is back on his feet and modifies a little the standard he had accustomed us to: the parterre of faces of the new 2022 advertising campaign is stellar. After all, “whoever never changes his mind will never change anything,” said the wise man. And in any case, the unconventional twist is also there this time.
Isabelle Huppert photographed at her home for the new Balenciaga 2022 campaign
The new Balenciaga campaign
Kim Kardashian, Justin Bieber, Isabelle Huppert, Tommy Blue and Marie-Agnès Diene: these are the stars who posed for the I photograph Stef Mitchell, giving life to a series of shots that will be gradually released over the next few weeks. No photo sets or built locations, though. The stars were immortalized in their own homes or in the most intimate and personal places for them.
Thus, we find Kim Kardashian taking selfies on the sofa in his home in Calabasas, Isabelle Huppert more Parisian than ever in her home in Paris or all the allure of Marie-Agnès Diene in her studio. Singer Justin Bieber instead he will pose in his favorite Los Angeles studio (but his photo will be released later).
Kim Kardashian at her home in Calabasas
The protagonists of the campaign, as well as the stars, are some of the brand’s distinctive pieces, “prêt-à-porter clothes and accessories that best represent the silhouettes”, explain the maison. Like the Triple S sneakers or Hourglass bags. Together with ready-to-wear items such as oversized T-shirts and hoodies, or stretch pants and bodysuits, while boots, earrings and sunglasses complete the looks.
The basic idea is that of a timeless, evergreen collection, made up of garments and accessories that do not go out of fashion from one season to another, but which remain an integral part of the wardrobe. Long live the garments that do not “expire”! The strategy is there and you can feel it.
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