Every season, advertising campaigns of luxury brands are released as if they are competing with each other. They feature top photographers and top models, and are designed to promote the brand's glamorous worldview.
On the web, in magazines, on TV, on the subway, at bus stops, and even in cabs. In this age of information noise, it can be extremely difficult to get people to stop and take notice with just one visual.
Among these, the one that stands out from the rest isBalenciaga.It is. The central figure is Demna Vasaria, a pioneer of 2010s fashion. Since he joined the Maison, he has been presenting collections inspired by people living on the streets of Paris, while keeping the Maison's heritage alive, and this sense of reality or familiarity is strongly reflected in the campaign visuals.
Whether it was Winter 19, which cast real lovers, or Summer 20, which was shot by a political action poster photographer, every visual had a memorable impact on the eye.
And now the latest campaign for winter 2008 has been unveiled. The theme is "Live to Love.
The short movie, shot in Berlin in January this year, is reminiscent of a human drama, focusing on a day in the life of a person or on a trivial moment that can change one's life drastically. The film is reminiscent of a human drama, focusing on a day in the life of a person, or a small moment that can change a person's life forever. Coincidentally, I feel that this is exactly what we, who live in the With Corona era, are looking for: to meet, talk, and laugh with people without hesitation.
On the other hand, the stills show male and female models, full of individuality, taking a cynical attitude toward the new shoes and bags. This is a visual that is only possible in an age where anything goes.
Rather than overtly created beauty, the casual expressions and outfits of people, social satire, and other realistic elements may resonate more with us today.
Courtesy of BALENCIAGA
