Balenciaga Embraces Theatrical Fetishism In Spring 2017 Campaign

Balenciaga just embraced a kind of inspiring theatrical fetishism for its spring 2017 ad campaign, “breaking the Internet” and ultimately setting the bar higher for all of the spring 2017 campaigns.

Balenciaga Spring/ Summer 2017 Campaign

Those who usually follow Balenciaga’s Instagram account, as well as that of Vetements (whose visionary creative director, Demna Gvasalia, is Balenciaga’s as well), will instantly find many similarities between the two labels’ aesthetics, which in return is due to another equally visionary artist – Lotta Volkova.

For his Balenciaga spring/summer 2017 campaign, Gvasalia tapped some of his closest collaborators, among which Vetements’ stylist Lotta Volkova is the most representative. Often dubbed as one of the industry’s queens of the anti-fashion movement, Volkova fully embraced the innovative fashions the latest Spandex-filled Balenciaga spring/summer 2017 collection treated us to, refining the campaign with the same theatrical kind of fetishism she often includes in most of her Vetements’ campaigns too. The campaign features thus everything from colored stockings to raincoats and spandex staples aplenty.

To better incorporate Volkova’s perspective on fashion into the campaign, Gvasalia asked photographer Harley Weir to shoot the campaign, as her magnetic eroticism and almost otherworldly visions on fashion photography appeared the perfect match for a fetishist-inspired campaign. Harley, who often works for Céline as well, was as usual capable of blurring the fine line that separates intimacy from outrageousness, ultimately adding the most memorable and unforgettable touch to the Balenciaga spring 2017 ad campaign’s pictures.

Balenciaga Spring/ Summer 2017 Campaign

“The series re-echoes the fetishistic wit which played through the collection,” the brand stated in an official press release. “Inspired by the tactile, stretch-to-fit properties of Spandex, enhanced pop-florals and the house codes, such as rainwear, her photography places the Balenciaga woman in an imaginary space, a place of avant-garde pleasures.”

As for the faces who joined the campaign, the Balenciaga spring 2017 ads feature Balenciaga and Vetements habitués Grace Bol, Shujin Zhou, Eliza Douglas, Sunniva Vaatevik, Alek Wek, Amandine Renard, Litay Marcus, and Carla Daher. The concept of not tapping Hollywood celebrities, favoring thus models that mostly share his perspective on fashion, is probably one of Gvasalia’s most interesting choices, which truly helped define Gvasalia’s future plans for Balenciaga as well.

“The new Balenciaga women, the women who wear the clothes, are my celebrities,” Gvasalia cryptically explained in a recent interview with WWD.

Balenciaga Spring/ Summer 2017 Campaign

Set to break in the March issues of fashion magazines and to hit the newsstands starting from the end of this month, Gvasalia’s second campaign for Balenciaga is definitely one of the fashion house’s most avant-garde breaking points, and we cannot wait to see how the Georgian fashion designer is planning to revolutionize Balenciaga.

Photos courtesy of Balenciaga

Recent Posts

Cynthia Rowley Resort 2018 Collection

Cynthia Rowley's latest collection is all about the extended weekend getaways. The designer mixed the unique swimwear with the ready-to-wear pieces. Her goal was to balance between the women’s travel wardrobe and their regular style....

Louis Vuitton Men’s Spring 2018 Collection

Kim Jones, the creative director of Louis Vuitton, proved that he is one of the most innovative designers in the industry. With each collection for the luxury French brand, Kim pushes the boundaries of creativity....

Celebrity Inspo: Beach Outfits to Rock This Summer

The swimming suit isn't the only must-have for the beach. Nowadays you have to look good for the pictures as well, and good pictures demand good outfit. There are a number of things that you...

11 Bronzer Formulas That Will Give A Golden Goddess Glow

Owning a bronzer(s) is a MUST for your summer makeup routine, these products have the power to contour your face into a work of art! These 11 bronzers will give you the ultimate glow all...

Victoria Swarovski Got Married in a $1.3 Million Dress

Being the heiress of one of the biggest jewelry and crystal companies in the world definitely has its perks. Victoria Swarovski married her long-time boyfriend wearing a dress worth $1.3 million. She dated Werner Mürz,...