Launching on November 2nd, 2023, a new campaign format disconnected from
seasons and mirroring Balenciaga’s new social media approach celebrates the
essence and iconic shapes of Balenciaga design. The images and videos present
accessories, bags, shoes, and ready-to-wear in a context that makes them feel
historical, heroic like transcendent objects. A spot-lit snapshot or a rotating
perspective references the haloed artifacts found in archival studies, placing each
product on a figurative pedestal.
The language around the campaign juxtaposes the highly detailed and large-scale
images underlining the minimalistic approach this campaign takes.
Featured in the campaign are items with exaggerated proportions and maximalist
identities, items that hybridize contrasting archetypes, and items that represent
Balenciaga’s key silhouettes.