Demna Gvasalia has done it again with Balenciaga’s Fall/Winter 2019 Prêt-a-Porter line. His attention to detail and the mystique of Paris have come together to form the equal parts romantic and shoppable line for the new season.
Gvasalia reportedly needed a new take on Paris. So, he moved away and viewed the city through the lens of an outsider. The result was a co-ed fashion line which celebrates his “modern vision of Parisian style.” “I started again to look at the codes of Balenciaga that are important to me, modernise them and bring them back,” said Gvasalia to Anders Christian Madsen -Vogue fashion critic. Gvasalia added that “there is no Balenciaga without Paris.”
The season’s ad campaign features models who play up the French capital’s clichéd romantic reputation, with a twist. The models are actually real-life couples who were chosen for their palpable chemistry. The dedication to theme paid off, and the resulting photos are a tasteful representation of love in Paris, as well as how easily Gvasalia’s line translates into streetwear. The campaign’s focus on outerwear plays up the designer’s propensity for oversized silhouettes and cozy layers.
“This house has such a long story but my job is to modernise it and make it appealing to the customer we have today,” says Gvasalia. We think mission accomplished.
