Every season Balenciaga surprise us with its campaigns, sometimes completely absurd, but for sure they’re always originals. If for the Spring/Summer 2020 campaign we assisted fake television news announcing environmental catastrophes, this time Balenciaga chose a different direction. The Creative Director Demna Gvasalia, for the Fall 2020 Campaign decided to go back to a minimal approach. The models wear some of the outfits from the collection looking absolutely bored and annoyed.
But what surprised us, even more, is that the shots for the campaign by Chris Maggio, are completely different from the emotional fashion film shot by Maurus vom Sheidt in Berlin. In the clips, we see couples of all kind of ages dealing with the future full of hope, and the film concludes with an important message “Live to Love“. What is the designer trying to tell us with these two opposite messages? Or maybe that was the intention?