Welcome to the 89th insertion of DEMUR®, an analytical series highlighting the intricacies of the artistic world and the minutiae lying within. In this episode we take a look at Balenciaga’s ties to pop-culture - from Kanye West to Playboi Carti, and now, Lil Uzi Vert.
It’s no secret Balenciaga has become the hottest brand of 2022. Since Demna Gvasalia’s inception just 7 years prior, the label has undergone a full makeover, discarding tradition to pursue a current, rather modernist persona. By using direct marketing strategies, Gvasilia has grasped and retrained mainstream attention, keeping the Balenciaga name in circulation.
In July of last year, Kanye West held a public listening party in the Mercedes-Benz stadium for his upcoming release, “Donda”. Dressed in full Balenciaga attire, the rapper would unveil the first sounds of his highly anticipated project, holding multiple listening sessions as the album progressed. Adapting Balenciaga’s “A2” spiked bomber jacket, cargo pants and boots, it became clear a partnership was underway.
Then, on August 23rd, the world was shocked with Playboi Carti’s announcement of “NARCISSIST”, a rumored album that would come in part with a fit pic featuring Ye. While Carti sported Balenciaga’s 7-layer jacket ski jacket and black out mask, West opted for Vetements’ “Snoop Dogg” tee and cut out balaclava.
Four days later, West would end his fourth listening party with a mock-wedding, featuring Kim Kardashian in a Balenciaga haute-couture dress. Foreshadowing her polarizing Met Gala appearance, the supermodel would be successfully inducted under Balenciaga’s portfolio. As the couple disbanded, Julia Fox became Kanye West’s stylistic muse and Donda performances resumed in the wake of 2022.
Celebrity hype died down as Balenciaga’s Spring 2023 collection took the stage, but earlier this month a new face began to emerge. Stepping into the limelight was Lil Uzi Vert, who has been freestyling and sleeping in the Balenciaga store. Over the past weeks, he’s performed almost exclusively in Balenci, without any confirmation of an official partnership. Posting every day, we eagerly await what’s to come.
Comments