Balenciaga‘s Spring/Summer 2020 collection revamped house codes without sacrificing its acclaimed design ethos. The accompanying SS20 campaign highlights this by juxtaposing the seasonal garments against one of the French house’s signature catchphrases and a host of other optimistic expressions.
Having graced hoodies and sneakers alike, “Power of Dreams” is one of current-day Balenciaga’s most familiar terms, a wistful expression that neatly encapsulates the label’s oft-whimsical designs. Other uplifting expressions, like “Love Is for Everyone” and “Think Big,” grace the Summer ‘20 campaign images, simultaneously highlighting clothing that ranges from flower-printed dresses to Balenciaga’s signature boxy blazers. Razor blade earrings, chunky gold-trimmed sunglasses, “VIP” lanyards and new handbags appear throughout, though Balenciaga’s new Zen sneaker is missing — instead, its counterpart, the Tyrex, appears in an accompanying Summer ‘20 film.
Most recently, Balenciaga held its position in the top three as one of the world’s most in-demand fashion brands.