Thursday 1st February

| BY Joel Traptow

Balenciaga Unveil Their Paparazzi-Shot Summer 2018 Campaign

As we are all aware, fashion loves a bit of satire, to poke a bit of fun, and keep us smiling- well, they are clothes after all, and are made to be enjoyed, right? Demna Gvasalia is very good at this, and has been perfecting the art of satire since being appointed Artistic Director at Balenciaga in 2015. Since then, the brand’s visibility has rocketed. I bet you can’t walk down any major street in London and not spot at least one piece of Balenciaga, or at least a ‘Balenciaga tribute’ look? The brand has hit an all time level of fame, which seems to be the relative theme of the Spring/ Summer 2018 campaign, shot by actual French Paparazzi. The models featured, including one Stella Tennant, are caught trying to go for a quiet shop at the brand’s Avenue Montaigne and Rue Saint-Honoré stores in Paris, “Hired security guards accompany models on their shopping trips, a further twist in the fashion meta-reality which frames the customer as the Balenciaga VIP” say the press notes. It’s fashion meets reality made fantasy for a campaign. Obviously we understand not everyone wants their photo taken when they are just out and about, but if you are decked in head-to-toe Balenciaga the temptation to take a picture might be irresistible- because let’s face it, you’ll definitely look fabulous.