The new year seems to have opened with many unusual news on “fashion communication” topic. On a one hand, Bottega Veneta deletes itself from all social networks and it following ‘literally’ the “Less is more” philosophy. On the other hand, it’s Prada‘s turn, which announces the continuum of the dialogue between Miuccia Prada and Raf Simon for the SS21 campaign, paying a very particular attention to users, who let’s be honest, is totally unusual in the fashion world. And then, visually speaking, there is a brand that more than others is going against the tide: Balenciaga.
In fact, for about two years the Italian fashion house, now headed by the creative, indeed by the creative outsider Demna Gvasalia, has been opposing, day after day, to that “veil of perfection” worn continuously by luxury brands’ images on different IG accounts. A “veil” that risks to make all the fashion images easily confused over the years.
An all-encompassing “aesthetic” that Balenciaga decided to fight by transforming the Instagram account into something of bizarre and funny, without filters or deceptions. No more advertising campaigns ‘targeted’ to consumers, no more glamorous editorials, but only a space for selfies with faces crushed by glass, casual still-life, wavy shots, the ones that you have always trashed, and also trendy accessories worn by the cat or by the dog and no longer by models.
What influenced this choice? Surely, the need to meet the new Generation Z who lives in the Era of ‘visual’ and which is turning against the beauty “imposed” by social networks and against all those images that we called “Instagrammable”.
Well, a paradigm change that had certainly already been introduced for several campaigns by brands such Gucci, since the arrival of Alessandro Michele, which Balenciaga especially with Gvasalia, has totally ‘annihilated’ posts after posts, since 2018.
And now? Do you remember years ago, the meme went viral after a Fashion Week with Joey Trebbiani from ‘Friends’ wearing layers of clothes? Exactly, it’s definitely the same lifestyle, that Balenciaga continues to experience and even more than before, it is producing self-deprecating memes, so far from “traditional” fashion’s stereotypes.
Browse the gallery to see some of the latest images posted by Balenciaga.
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