Balenciaga Takes a Nostalgia Trip for Spring/Summer 2018 Campaign

Demna Gvasalia goes beyond retro.

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Fashion
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Having already recently dropped a collection of grunge-inspired luggage and a characteristically controversial take on the supermarket shopping bag, Balenciaga has now released the official campaign imagery for its Spring/Summer 2018 collection.

The freshly-released visuals hark back to the Demna Gvasalia-led house’s Paris Fashion Week runway show — making use of real families as models for the collection — and builds further on that theme by tapping, with the creative director’s typical sense of humor, referencing the much-maligned family and school photo set-up of the ’90s.

Take a look at the imagery in the gallery above to get a feel for the collection and dip into Balenciaga’s nostalgic rabbit hole. Elsewhere, in other Demna Gvasalia-related news, the Georgian designer’s Vetements brand looks set to return to runway.

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