It still amazes Demna Gvasalia, Creative Director of Balenciaga.
For his fashion show during Paris Fashion Week he sends instead of the classic invitations a broken iPhone 6 engraved with, in addition to the logo, the place, date, and time of the show. In the days before the show, the brand’s Instagram account had published a reel with the graphics of Siri, Apple’s voice assistant.
In addition, during the FW22 collection, a model walked the catwalk wearing a hoodie with an apple print (no bite) and the motto “Be Different”, which takes up the slogan of the well-known technology company “Think differently”.
A Balenciaga – Apple collaboration for the moment is not in the least expected, but much more likely Demna has decided to draw, as already happened for the Simpsons, on epochal moments of the immediate past and cult objects, to bring them into a fashion understood as contamination between past and present.
