Tuesday 30th May

| BY Joel Traptow

The Carpet’s Back For Balenciaga’s Fall 2017 Campaign

Okay, so the first thing we need to talk about in regards to Balenciaga’s AW17 campaign is the revelation that yes, you can actually sit down in the car mat skirt. Which is good news, because it’s genius, but we did fear it was one of those those fashion “oh no she ain’t gonna be wearing that on the tube” sort of things. Yay. It’s the star of the campaign, the third to be helmed by Demna Gvasalia and this time shot by Johnny Dufort (styled as per, by the brilliant Lotta Volkova). The images have a very… hmm, “who me?! I’m just sitting/standing/crouching on this chair minding my own business” realness to them. Or, in the more qualified words of the house themselves: “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.”

The campaign also repurposes the logo carpet from their Fall runway presentation, this time becoming not just floor but backdrop too. Ouuu. Which is handy, just in case you might get confused about just whose ad this might be. And the carpet isn’t the only carry over from the show – all the models featured here, including Sveta Black, Oliwia Lis, Kennah Lau, Barbra-Lee Grant, actress Emma Leth and artist Eliza Douglas, all stormed the runway for the brand as well. “Here, all the definitive components of the chic Parisian day wardrobe are put together pinpointed from the knife stiletto up,” say Balenciaga. We thought we wanted it all a lot mid-show – and now we want it even more. Swiftly maxing our the creds.

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