Fashion

Digital Models Take Over Balenciaga's Summer 2022 Campaign

A retrofuturistic take on the house’s “Red Carpet” presentation.

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Digital Models Take Over Balenciaga's Summer 2022 Campaign

A retrofuturistic take on the house’s “Red Carpet” presentation.

It seems like Balenciaga won’t be leaving the metaverse anytime soon. For the fashion house’s Summer 2022 campaign, Demna has unveiled a computer-rendered version of his “Red Carpet” presentation showcased last year.

The visuals show pixelated characters wearing items from the brand’s latest season, including the XX, Triplet and Hourglass handbags, as well as the extra-chunky HardCrocs™ Sandal. The retro-style avatars are designed to replicate models Tommy Blue, Eugenie Bondurant, Marie-Agnès Diene, Abdou Diop, Zinedine El Ouazzani, Gwen Lu, Aki Nummela, Anania Orgeas, Hansi Schmidt, Minttu Vesala and Inti Wang, as they pose in front of the bold red backdrop. The imagery is created by Paris-based artist Claudia Maté, who works with video, interactive 3D, game design, VR and more.

See the full campaign above. The Summer 2022 collection is now available in Balenciaga’s stores and online.

For more fashion news, keep up to date with our Fall/Winter 2022 coverage.

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