Designer Demna Gvasalia presented a provocative fashion show in the new Balenciaga collection

photo: courtesy of Balenciaga

Designer Demna Gvasalia, representing the Balenciaga brand in the continuation of a specific project, changes the Gucci emblem to the iconic diamond monogram of the Florentine fashion house Balenciaga and is not afraid to include inscriptions such as „This is not a Gucci bag“, although it might look so at first glance.

The Clones collection for spring / summer 2022 shows 44 models in an engaging, yet slightly disturbing video. Each face of each model is at least partially covered by a scarf, glasses or loose hair falling into the face. Indifferent expressions, the same walk as if they were real clones, digital tools that we can’t distinguish from real ones.

photo: courtesy of Balenciaga

The dialogue of two famous fashion houses gives both of them a certain game with the possibility of “the greatest sacrilege” thanks to the combination of characteristic elements and logos of both well-recognized brands. “Creativity means dialogue, continuous experiment and freedom,” Gucci brand designer Alessandro Michele told WWD magazine.

The collaboration called “The hacking project” is very specific and in the true sense of the word it is not collaboration as such. Nevertheless, the experts defined it as brilliant and agreed on the whole strategy.

“Both brands are the property of Kering, which is beneficial for both parties and thanks to that everything is better structured internally,” said lawyer Jeff Gluck, who specializes in intellectual property litigation. It is therefore, in a literal sense, another example of a proper breach of rules and industry standards. Jeff Gluck added that he is now waiting for the cooperation of the Nike x Adidas brands.

photo: courtesy of Balenciaga

The collection broadcast as part of the Paris Fashion Week presented an interesting show. An optimistic approach that one day this crazy apocalyptic experience will leave us and instead of covered faces and masks we will be able to spend a party with friends without restrictions and completely freely. This is the hope that Gvasalia has placed in the whole show.

“When I think about the future, it’s not a cosmic vision for me. In ten years’ time, everything will be sustainable in fashion. I think we will use the clothes we already have. Time makes things beautiful. I once heard a quote from Martin Margiela about the value of “traces of time” on clothes. That touched me deeply. We keep such clothes until his complete death. I think I have a sweatshirt that is 15 years old. It’s faded and leaky, but I can’t fire it. So I thought, what will our favorite things look like in 2030, which are old and ruined? ” said fashion designer Demna Gvasalia. 93.5% of the smooth materials in the collection are certified by sustainability or upcycling. 100% of printed materials carry a sustainability certificate. The designer thus begins a new chapter.

“It was very obvious that we are trying to produce clothes that are unisex, unisize, uni-everything. As a result, the number of cuts we had to make dropped drastically. And I also like the fact that depending on who the models wear, the silhouette of the clothes changes and at the same time it looks good on everyone, ” ends the idea of ​​a designer describing, among other things, one extra large coat, one larger jeans and an extra large shirt.

photo: courtesy of Balenciaga

photo: courtesy of Balenciaga

Source: MODA.CZ – Pánská móda, dámská móda a vše ze světa módy by

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