To promote the label’s boundary-pushing Summer 2019 offerings, Balenciaga tapped artist and filmmaker Jon Rafman to create a playful campaign film. The nearly-2-minute video is done in the style of fan-made Matrix movies, complete with low-fi special effects.
The campaign video is silent, save for the copyright-free sound effects and a pumping ’90s dance track. Balenciaga-clad models rollerblade, sprint and battle their way through a city, laboratory and intentionally-amateurish green screen set, launching lasers and portals all the while. Though a branded black handbag is the subject of the struggles, all of the characters sport the seasonal collection’s key pieces, including sequined Eiffel Tower shirts, boxy blazers, an all-black Track Sneaker and those unmistakable tiny shades, finally at home amidst piles of retro computers and rooftop fights.
Watch the full campaign video above and expect Balenciaga’s latest range to hit stores and stockists like Farfetch within the coming weeks.
Recently, Balenciaga’s Track Sneaker was given a bold red-and-yellow facelift for Spring/Summer 2019.