Balenciaga has announced the launch of its Loops video series, which will feature art and music mixes in collaboration with a different artist each month. Inspired by “user-made looping animations that accompany longer mixes on YouTube,” the new clips are meant to reflect distinct moods by providing background sounds that meld with everything from working out to sitting in the office.
In its first edition, “Loop 01,” the French fashion house recruited illustrator Max Guther to create an animated scene that showcases a full look from its Spring/Summer 2019 womenswear line. In fact, pieces from Balenciaga collections will be deliberately placed in each of the videos — the label’s Track runners made a sly appearance in the “Loop 02” film, which was designed by Max de Waard. Online radio station Rinse France produced the electronic-sounding tunes for both.
The series will run on Balenciaga’s YouTube channel as “bonus content” for fans. Check out “Loop 01” below and scroll above to listen to “Loop 02.”
This initiative is fitting for the brand as it’s consistently partnered with artists on unconventional marketing. In November, it released a dizzying SS19 campaign full of psychedelic imagery.