The power of the work that Demna Gvasalia is realizing in an established fashion house as Balenciaga is unmatchable to others in the industry. He is taking the heritage of the brand in such an strong and enthusiastic way and reformulating it into what the people in the present are wearing with a futuristic sparkles all over it. All of his concepts surround about social issues and climate change, his duty in front of an iconic brand as Balenciaga is to translate the reality that we are living on into thought out garments.
For the campaign of FW22, he is putting in extreme conditions resulted by our time in earth to the most iconic pieces of the collection with famous people as the face of it (Kim Kardashian, Alexia Demie, Big Matthew, Khadim and Yeon Koung). With the mastery of Mau Morgó, as the videographer of the video, the still-life kind of shots presented infused with long-time exposition videos at the same time. How celebrities can interact with natural environments is what Demna is trying to express by this campaign, where the clothing is in fact the major point of focus of the video.
The Balenciaga FW22 show was an impact in the fashion community that was going through a hard time as the rest of Europe with the Ukrainian conflict. Demna was thinking of presenting a collection about the climate issue we are currently going through, but the war that explode next to the date of the presentation made the show a reflection of his life and felt compassionate due to the proximity of the events he went through when he was a child.
The set was a big circular crystalized runway with windy and snowy effect into it, the models were having a lot of difficulties walking and finishing the catwalk. But the effect that it provoked in the clothing was spectacular and refreshing in some type of way. The silhouettes of the collection are following the Demna style and some of the pieces were made as attention grabbing products. A new step in the designer’s journey with the brand.