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BALENCIAGA AW20: LIVE TO LOVE

Tuesday 23rd June 2020

Love to live in Balenciaga. It was the show in Paris that felt apocalyptic, where the Balenciaga models passed through a black curtain into a dark show space/chamber where they walked on water, representing petrol, because as Demna Gvasalia said after the show: “we are kind of drowning in this shit.” So, for the video campaign, Gvasalia went less doom and gloom, more life and love. Directed by Maurus vom Scheidt in Berlin in January, this world still feels dystopian, but the Balenciaga-clad chosen ones are celebrating the simplicity of contemporary life: conversations, activities and objects that are feelings of comfort and hope. This is about human connection and the small moments that make big differences in everyday life. An accompanying still campaign, photographed by Chris Maggio, features the new pieces in the collection, worn by Gvasalia’s regulars who slump and lean on the accessories. Ugh, life is so tough in new season Balenciaga. Watch the film and see the campaign below.

by Roxy Lola

www.balenciaga.com

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