The French fashion house Balenciaga, led by Georgian designer Demna Gvasalia, has launched a campaign focused on love in all its forms.
The SS20 was a distressing newscast, where models and models announced without any kind of expressiveness, in a monotonous way, with resignation and digitally manipulated mouths, that the water was running out and the planets were aligning and the world was adrift, a passive attitude that seemed normal and habitual. A metaphysical representation of the discomfort, torment and restlessness that dwells in each one of us, in front of which we place ourselves with the attitude of the inept man, a conscious immobility that makes us all guilty.

For this Fall 2020, things change completely.

Shot in Berlin in January by Maurus vom Scheidt with music by Tom Hodge, the campaign video is a hymn to love, the one without rules or boundaries, where the only thing that counts is love.

A set of different stories that warm the heart and tell us how fundamental are the feelings manifested, those made of looks and smiles, of touches that rest on other touches and tears impossible to hold back. Because love is the greatest force that moves this world, suffocated as it is by social distancing and gripped by protests caused by violence and racism. The strongest response, the most powerful weapon we have at our disposal to counter is the highest and deepest of feelings, the video ends in fact with a direct and very clear message: “LIVE TO LOVE”.

The images that accompany the campaign, taken by photographer Chris Maggio, are focused on the product, the models appear listless, almost annoyed as they pose while waiting for the shot.