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Demna Gvasalia's down-to-earth Balenciaga campaign

FashionBy Sunday World
Demna Gvasalia's down-to-earth Balenciaga campaign

Demna Gvasalia kept his first Balenciaga campaign "real".

The designer was announced as former artistic director Alexander Wang's replacement in 2015 and has now shared his debut advertisements in the new role. Photographer Mark Borthwick shot the fall/winter 16 pictures, with instructions to capture "couture attitudes" in Paris' everyday places, like waiting for a bus, drinking a coffee from a paper cup and walking down the street. Unlike previous offerings which saw the likes of Gisele Bundchen strike over-exaggerated poses, this campaign makes the models more relatable, as well as the clothes they are wearing.

"I wanted the pieces to be shot in a real environment around where we work and live," Gvasalia told WWD. "So we shot in various locations on the streets of Paris.

"Mark’s 'real' approach in his aesthetic was a key factor in my choice of photographer."

The ads are slated to break in various publications from the beginning of July (16), with other names who contributed including Lotta Volkova as the stylist, Gary Hill working hair and Inge Grognard applying the make-up.

Balenciaga isn't the only brand which has just unveiled its new campaign; Bottega Veneta hired photographer and artist Viviane Sassen to shoot its fall/winter 16 ads, with models Simon Fitskie and Rianne Van Rompaey starring. The pair posed at The Great Cretto, a piece of landscape artwork by painter and sculptor Alberto Burri in Sicily, Italy, which is a memorial to Gibellina, a village destroyed by an earthquake nearly 50 years ago.

"Viviane’s photography has an inescapable, enigmatic quality to it, a refinement and acute independence," Bottega Veneta creative director Tomas Maier explained. "Together we have explored both the artistic landmarks for the campaigns that are more than a backdrop, but rather an added voice to our collaboration."

Like Balenciaga's, the new campaign photos drop in July (16).

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