Following its SS20 runway show at Paris Fashion Week last season, Balenciaga has released the anticipated campaign for the much talked-about collection. Introducing Demna Gvasalia’s classic tongue-in-cheek approach, the new range highlights the “Power of Dreams,” and features a selection of diverse models of all ages. The sharp cheekbone prosthetics we saw at the runway show also make an appearance, as well as iconic Balenciaga silhouettes such as boxy blazers, over-sized puffer jackets and printed dresses.
The campaign is not only about highlighting the upcoming collection, it also comments on our current political climate and the society we’re currently living in. The slogan “We Vote For Tomorrow” appears on several of the campaign’s images, acting as a take on political campaigns, and we’re also seeing expressions like “Love Is For Everyone” as well as “Think Big.” The uplifting take is one that is true to Balenciaga’s strong brand DNA, continuously seeking inspiration from day-to-day events, society and cultural phenomenons. The Spring/Summer 2020 campaign captures the house’s signature aesthetic, and juxtaposes the house codes with campaign-inspired imagery.
In addition to the apparel, the upcoming Tyrex sneaker takes front and center in the campaign video. Take a look at the images in the gallery above and catch the video below, and stay tuned as the collection is dropping online at Balenciaga as well as stockists including SSENSE.