Balenciaga Delivers Tongue-in-Cheek "It's Different" Campaign
Setting its signature accessories and ready-to-wear pieces against self-aware wording in a book-like format.
Balenciaga has launched the all-new “It’s Different” Fall/Winter 2023 campaign, celebrating all of the signature shapes in its ever-evolving design house with a tongue-in-cheek approach that mirrors the brand’s new social media strategy.
Bolstered by humorous taglines — “It’s different,” ”No blabla” and ”Probably not what you’re looking for” — the campaign keeps the focus on Balenciaga’s most-coveted designs in a highly-authentic manner. Instead of lauding their appeal, the sartorial delivery’s self-deprecating wording articulates the brand’s newfound self-awareness — especially considering the campaign’s arrival comes close to the one-year anniversary of the two advertisements that previously riddled the brand with controversy.
In a book format, the brand’s descriptive lettering appears on the pages next to some of its quintessential accessories and ready-to-wear pieces, such as the Steroid Bootie, the Biker Boot, the Biker Pantashoes and the Flex BB 90MM Pump, among others. Given the intense backlash the brand faced last year, and the pared-back approach it has taken to its design and marketing strategies ever since, this person-less, product-focused offering sees the brand set some distance from its old, provocative identity.
Explore Balenciaga’s “It’s Different” Fall/Winter 2023 campaign in the gallery above.
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