For its latest Summer 2019 campaign, Balenciaga is inspired by the virtual world. The label, led by Demna Gvasalia, has just released a video with a futuristic soul in which it presents a range of pieces including clothing, accessories and shoes.
To promote the new collection, Balenciaga has hired artist and director Jon Rafman. The video, almost 2 minutes, in perfect Matrix style is devoid of dialogues; in fact, creating the perfect mood are the sound and visual effects and the scenography.
Struggling for a bag, the Balenciaga models in tapered dresses and futuristic sunglasses, make their way through a city, a laboratory and an intentionally amateur green screen, fighting and throwing lasers all the time.
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