Who’s that guy who sounds so much to us in the announcement of Balenciaga? But if it turns out it’s Justin Bieber. The Canadian artist has become the new face of the brand, and he makes all the sense in the world.
This campaign has gone somewhat out of the ordinary in the offices of Balenciaga. Demna Gvasalia, a creative director traditionally more fond of making presentations within video games and other moderneces rather than pulling well-known faces for his campaigns, has cut his usual line and has counted with Justin Bieber for your campaign. But the singer is not the only one who sounds to us.
Next to Bieber and faces that we recognize as those of Anania Orgeas, Isabelle Weldon Herouard, Minttu Vesala, Emmanuel Culkin Mugisha, Eliza Douglas or Hans Schmidt; the campaign has counted on the French actress Isabelle Huppert. On the one hand, the Gen-Z scroll stopped Justin Bieber. On the other, one of the most traditional and well-dressed women of the Parisian socialite.
It’s not just about bringing stylistic opposites into the same parking lot and photographing them under Katy Grannan’s lens. This story is not only about showing that all kinds of people can be at ease inside Balenciaga’s clothes. It is, rather, a aesthetic statement of intent of the brand.