From embellishing Gucci bags with BBs to “vandalizing” a Gucci tote, here’s everything you need to know about Balenciaga’s SS22 Collection.
A perfect response to Gucci’s “Aria,” Balenciaga just launched their Spring 2022 Ready-to-Wear Collection “Clones.” The presentation shows Balenciaga Creative Designer Demna Gvasalia’s own approach to “hacking,” as he hacks some iconic Gucci styles and staples to fit the Balenciaga aesthetic.
Founded in 1919 by Cristóbal Balenciaga in Spain, the luxury fashion house was first known for changing women’s fashion by introducing unique shapes and hems in the 20th century. Now, with Creative Director Demna Gvasalia at the helm, Balenciaga has since become well-known for their eye-catching footwear, such as the sock sneaker. Apart from their high-quality leather bags and accessories, Balenciaga is also known for their move towards the streetwear aesthetic, with oversized silhouettes and sweatshirts that are iconically Balenciaga.
For Balenciaga’s SS22 Collection, creative director Demna Gvasalia took notes from Alessandro Michele. Presenting classic Gucci bags but embellished with BBs instead of GGs, the “hacking” between the two iconic labels continues. Balenciaga also showcased everyone’s favorite Gucci GG buckle belt, but this time with BBs at the front. One of the most eye-catching pieces during the presentation, a Gucci tote was designed with graffiti “This is not a Gucci bag.”
As suggested by its name “Clones,” the presentation shows how we now see our world through a filter—“perfected, polished, conformed, photoshopped”—and we can no longer decipher between genuine and fake. “Technology creates alternate realities and identities, a world of digital clones.” Balenciaga further sends the message, by working with artist Eliza Douglas to model all the looks for the presentation.
Directed by Quentin Deronzier, Eliza Douglas appeared as digital clones, deep fakes, as well as models with Douglas’ face digitally grafted on with the use of CG-scan. You can watch the Balenciaga SS22 Collection here.
