Balenciaga’s Fall 2017 Ad Campaign “The surprise of the ordinary.”


Without fail, every generation has a nonchalant style arbitrager who is so casually cool about the rules that it raises the question of why there are rules in the first place. Balenciaga’s creative arbitrager and Vetements front man, Demna Gvasalia represents todays challenge to conventional creative wisdom.

Mount your runway show in a departure store? Why not. Blend contrasting proportions that would make David Byrne raise questions? Sure. Move your home base to Zurich? Ja. Run portrait shots as horizontal ads and position them after fashion editorials? Nice twist.

For Fall the Creative Director is once again pushing boundaries with a campaign lensed by Johnny Dufort that deceptively implies a casualness of thought. However, take another look as The Impression visualizes this campaign once again on its side in publications, hammering home a brand name with the same step-and repeat logos from their runway show which will clearly command attention and carve out mental brand equity. To top it off the styling, by longtime Gvasalia collaborator Lotta Volkova, is crisp, casually blending in the cash cows of footwear and handbags. Danish actress Emma Leth, New York artist Eliza Douglas, and models Sveta Black, Oliwia Lis, Kennah Lau and Barbra-Lee Grant are also a fresh choice.

“The series portrays a viewpoint specific to creative director Demna Gvasalia: the attitude that embeds his ideas about fashion in real life observation and the co-option of the surprise of the ordinary,” said a Balenciaga statement. “Here, all the definitive components of the chic Parisian day wardrobe are put together pinpointed from the Knife stiletto up.”

And cut like a knife the campaign does as it adds the right twist, at the right time, while challenging the conventions of luxury.

Creative Director | Demna Gvasalia
Photographer | Johnny Dufort

Talent | Barbra-Lee Grant, Eliza Douglasla, Emma Leth, Kennah Lau, Oliwia Lis, & Sveta Black
Stylist | Lotta Volkova
Hair | Gary Gill