Comfort, performance and style are seldom co-habitants when it comes to footwear.
BALENCIAGA SUMMER 2020
February 12, 2020 3:03 PM
BALENCIAGA SUMMER 2020 CAMPAIGN
A series of images and videos introduce Balenciaga Summer 20, each focusing on separate aspects of the new collection. In collaboration with artists Will Benedict, Laurence Chaperon, Dirk Koy, and Patricia Schwoerer, Balenciaga’s artistic director Demna Gvasalia interprets this season’s ready-to-wear, footwear, and accessories with a combination of stylized photography, motion graphics, and augmented footage. Summer 2020’s themes reference diverse workplaces with corporate iconography and symbols of social hierarchies. In these campaigns, statement pieces are put into sharp focus or manipulated in the style of a deepfake, layered with slogan- like and news ticker text. A series of portraits by Laurence Chaperon, a photographer who specializes in political posters, places people who walked the Summer 20 runway show behind messages of optimism and environmental harmony. In a video by multimedia artist and director Will Benedict, the models become newsroom anchors with manipulated mouths, reporting on eerie events while a list of extraneous information passes underneath them on-screen. Key bags that include a collaboration with Sanrio’s Hello Kitty, the new Ghost bag, and the updated Hourglass bag are animated by motion graphics designer Dirk Koy in clips that collapse, contort, and reform their proportions. The unexpectedly sleek Tyrex shoe - a departure from previous Balenciaga sneakers with its distinct, stripped-down silhouette - is built up and polished in an animation by digital artist Max de Waard. Still life photographer Patricia Schwoerer displays shoes and bags in ultra-high resolution images that recall advertising imagery of a recent past. The Tyrex’s tag-line: “Think outside of the shoebox.” The new Zen’s: “Take it Easy.”
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