Welcome to the 93rd insertion of DEMUR®, an analytical series highlighting the intricacies of the artistic world and the minutiae lying within. In this episode we break down Balenciaga’s newest campaign, exploring the relationship between humans and tech.
On Monday, Balenciaga shared a post to their Instagram announcing the label’s newest campaign, “LOL”. Directed by Pietro D’Azzo (@ptr.dzz) and shot by Gabriel Fabro (@gabriel_fabry), this unusual photoshoot poses models in abstract settings to illustrate our nearing tech-based future.
The first of eight images showcases a leashed drone in an open park, held by a Balenciaga model as one would walk a dog. In a fur coat, leather gloves and faded denim, the dystopian model appears unbothered, alluding to the normality of this behaviour. Many agreed the photo was a statement of ownership in regard to pervasive tech, emphasised by one commenter who said, “the picture is clearly showing that we own these things, they are on OUR leash”.
Following suit, the second image features @luluceazy seated on a bike, with a hoverboard just beneath. Pietero D’azzon uses irony to play on the convenience and inherent laziness technology provides, while creating a gripping and layered image. Similar to the third of eight stills, where a model stands atop a Onewheel scooter and pulls a skateboard bearing the load of a garbage bag, we’re reminded of technology’s swift advancement, and subsequent discard.
The third shot was located at the Cergy Saint Christophe, which doubles as Europe’s largest clock and an obvious reference to time. From here however, the campaign begins to focus less on technology, and more on the advancement of fashion itself.
Placed in vicarious acts like walking on water and casually spitting fire, each model’s silhouette is distorted in some way. The exaggerated proportions may be a visual of skewed self-reflection as a result of social media, or simply a gripping tactic to draw the eye.
Either way, the campaign was executed with great precision and received well, potentially gearing up for more off-season independent projects.
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