Fashion

'Matrix'-Inspired Sunglasses Rule Balenciaga's 2017 Fall Campaign

Demna Gvasalia just did it again.

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2,596 Hypes

'Matrix'-Inspired Sunglasses Rule Balenciaga's 2017 Fall Campaign

Demna Gvasalia just did it again.

Following up to the IKEA tote bag crazeBalenciaga now goes back to basics once again by unveiling a normcore-esque 2017 fall campaign. Lensed by Johnny Dufort and styled by Lotta Volkova, the imagery sees models posing with just a chair against a simple, logo-filled backdrop. The Parisian brand explains in a statement:

The series portrays a viewpoint specific to creative director Demna Gvasalia: the attitude that embeds his ideas about fashion in real life observation and the co-option of the surprise of the ordinary.

Evoking an off-kilter aesthetic, the ad campaign features women pairing classic pieces — think trench coat and polka dot blouse — with quirky accessories like oversized earrings, giant shopper bags, and even Matrix-inspired sunglasses. Browse the gallery above to see it for yourself.

While you’re at it, check out Balenciaga’s 2017 fall/winter collection here.

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Wwd
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Balenciaga
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