See Demna Gvasalia’s First Balenciaga Campaign

Fall/Winter 2016 echoes Vetements’ uncalculated approach.

Balenciaga just revealed two shots from Demna Gvasalia’s debut campaign — there’s no elaborate concept or props, but couture attitudes are injected into everyday settings. “I wanted the pieces to be shot in a real environment around where we work and live,” he told WWD. “So we shot in various locations on the streets of Paris.”

The unvarnished imagery echoes Gvasalia’s approach to Vetements, where poses are “uncalculated and spontaneous.” Photographer Mark Borthwick captured models on the sidewalk, waiting for a bus or just striding. It speaks to the designer’s vision: “The new Balenciaga women, the women who wear the clothes, are my celebrities.”

PhotographerMark Borthwick
StylistLotta Volkova
Make-UpInge Grognard
Hair StylistGary Hill
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