Balenciaga‘s Spring/Summer 2020 campaign was a moment of cheery colors and optimism, with hopeful slogans like “Think Big” and “Power of Dreams.” For its Fall/Winter 2020 campaign, the brand has taken a decidedly different tone. The French luxury brand’s newest series of ads features models rolling their eyes, grimacing at a pair of shoes and falling asleep on a high-end bag.
Rather than put forth cheerful ideas, Demna Gvasalia‘s brand has stuck to straightforward copy this time around. The ads, shot by photographer Chris Maggio, put the focus on the product names in lieu of catchy slogans, including the Ghost Phone Holder, Zen Sneakers and dainty Hourglass Bag.
Balenciaga’s accompanying campaign video, filmed in Berlin by Maurus vom Sheidt with music by Tom Hodge, offers a happier vision nonetheless. The clip shows young couples and groups of friends traversing about the German cultural capital, ending with the words “Live to Love.”
Balenciaga recently announced it would make an annual donation to the NAACP in light of the police killing of George Floyd. The brand shared the news in a statement on Twitter, though it has since deleted the tweet.
Kering, Balenciaga’s, parent company announced yesterday the addition of three new members to its board of directors. The most high-profile of the new directors is Emma Watson, who was also named Chair of the Sustainability Committee. Businessman Tidjane Thiam and entrepreneur Jean Liu joined as well, with Thiam also named Chair of the Audit Committee.
For more of the latest fashion campaigns, see Onitsuka Tiger’s Fall/Winter 2020 campaign starring Willow Smith as new brand ambassador.