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

MakeupShayla x ColourPop Collection

The in-demand makeup brand ColourPop is off to another exciting collaboration. If you’ve been looking for the perfect makeup collection that you can use from an early morning to late night, this label solved all...

Inside Gigi Hadid’s Fabulous 23rd Birthday Party

Supermodel Gigi Hadid threw an epic birthday party! From A-list guests to a dramatic change into comfy sweats, take a look at what went down at Gigi's 23rd "golden" birthday celebration in this video.

Kim Kardashian’s New Fragrance Honors Her Naked Body

Kim Kardashian can't stop, won't stop dropping new products! As one of the most influential figures in the world of beauty, Kim has to keep her new launches fresh and exciting. Her latest innovative product...

The Hottest Celebrity Revenge Dresses

Princess Diana set the standards for revenge dressing more than 20 years ago with her body-accenting LBD by the Greek designer Christina Stambolian. Every lady who has gone through rough breakup probably knows the elevating...

Emily Ratajkowski Fronts Jewelry Campaign With Provocative Shots

Emily Ratajkowski's Instagram account is now richer for another series of provocative shots. The famous model stars in a new campaign of Alison Lou, a fine jewelry brand based in New York. The designer and...