{"id":132344,"date":"2021-01-08T22:15:55","date_gmt":"2021-01-08T20:15:55","guid":{"rendered":"https:\/\/www.waitfashion.com\/?p=132344"},"modified":"2021-01-08T22:15:55","modified_gmt":"2021-01-08T20:15:55","slug":"balenciaga-or-the-self-irony-of-an-upstream-communication","status":"publish","type":"post","link":"https:\/\/www.waitfashion.com\/en\/balenciaga-or-the-self-irony-of-an-upstream-communication\/","title":{"rendered":"Balenciaga, or the self-irony of an upstream communication"},"content":{"rendered":"

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The new year seems to have opened with many unusual news on “fashion communication” topic. On a one hand, Bottega Veneta<\/strong> deletes itself from all social networks<\/a> and it following ‘literally’ the “Less is more” philosophy. On the other hand, it’s Prada<\/strong><\/a>‘s turn, which announces the continuum of the dialogue between Miuccia Prada and Raf Simon for the SS21 campaign<\/strong>, 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<\/strong>.<\/p>\n

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In fact, for about two years the Italian fashion house, now headed by the creative, indeed by the creative outsider Demna Gvasalia<\/strong>, 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.<\/p>\n

An all-encompassing “aesthetic<\/strong>” that Balenciaga decided to fight by transforming the Instagram account<\/a> into something of bizarre and funny, without filters or deceptions. No more advertising campaigns ‘targeted’ to consumers<\/strong>, 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<\/a> and no longer by models.<\/p>\n

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What influenced this choice?<\/strong> Surely, the need to meet the new Generation Z<\/strong> 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”.<\/p>\n

Well, a paradigm change that had certainly already been introduced for several campaigns by brands such Gucci<\/strong>, since the arrival of Alessandro Michele, which Balenciaga especially with Gvasalia, has totally ‘annihilated’ posts after posts, since 2018<\/strong>.<\/p>\n

And now?<\/strong> Do you remember years ago, the meme went viral after a Fashion Week<\/strong> 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<\/strong>, so far from \u201ctraditional\u201d fashion’s stereotypes.<\/p>\n

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Browse the gallery<\/strong> to see some of the latest images posted by Balenciaga.<\/p>\n