For his new collection for Balenciaga, creative director Demna Gvasalia took the presentation to a whole new level.
The show started outside with a red carpet in which Naomi Campbell, Offset, Elliott Page, or Cardi B participated, among other celebrities, wearing the designs of the firm, being live-streamed to those already inside the venue, and on social media. But once inside, a movie screen lit up to begin projecting an original episode of the mythical series, The Simpsons, in which Homer tries to fulfill his wife Marge’s dream by giving her a Balenciaga dress for her birthday. Marge tries to wear it for a whole day without staining it, knowing that in the end, she will have to return it for its very high price, but Demna Gvasalia, excited by this gesture, travels to Springfield, to turn Marge into the star of his show and taking all the neighbors to Paris to be models for a day.
After a year and a half of virtual catwalks due to the coronavirus pandemic and when numerous brands have already decided to return to “traditional” shows, Balenciaga showed that the alliance of digital and live experience can bring numerous and ingenious benefits to the industry of the fashion and it’s definitely here to stay.
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