i-D Exclusive: Get an first look at the new (and very romantic) Balenciaga campaign.
Ever heard of Paris syndrome? It’s a condition, most common among Japanese tourists, that afflicts those visiting the city when realising it doesn’t quite match up to the expectations they’ve been sold, of stick-thin Chanel clad women and hunky intellectuals skipping through cobbled streets and quoting Sartre. Symptoms are said to include hallucinations, dizziness, anxiety and profuse sweating, all due to the overwhelming disappointment.
We have a feeling Demna Gvasalia might have heard of this phenomenon, anyway: for the latest Balenciaga campaign, it seems he’s subverting those classic, tourist-inspired clichés that surrounds the city.
Of course, the reality is somewhat different: hence, perhaps, why instead of going full stereotype, Demna has chosen instead to spotlight a series of couples who were cast for their real life romance.
Also accompanying the images is a video that looks like CCTV footage, showing a couple in the brand’s signature boxy outerwear enjoying a rendez-vous in an underground car park, directed by post-internet artist Ed Fornieles. They meet, they have a quick chat, they peck each other on the lips, and then they scram. It’s weird, it’s wacky, and it’s all very, very Balenciaga.
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