Balenciaga Normalizes Fashion // Paris Fashion Week

Balenciaga has always valued couture excellence and distinctive silhouettes but this time around designer, Demna Gvasalia, moved those ideas to the present. His models did not glide nor did they exude statuesque poses, but rather, they represented the brands idea of a normal woman – average looking, a tad small, and clean faced. 

Backstage, Gvasalia explained that his goal for Balenciaga had been to expand on the female structure and shape in a way that informalizes attire for a demographic that equates purity with a less prestigious sensibility. Gvasalia gave thought to how silhouettes can alter the confidence that women feel in their clothes, and most importantly, he made a point to pick models that humanized movement. Movement that displayed individuals with different lives and priorities, yet united by fashion and a love for themselves. 

This favorable collection connected fashions over-the-top ideas with the normalities of street style as seen on social media. Millennial’s have gradually transformed Fashion Week into a digital attraction that serves as a base for brand interaction and outfit ideas. With Instagram dominating the field, this is a true test to the challenges and opportunities that are to come for brands as they utilize social media to create their own social vision.

Photo by: Valerio Mezzanotti/Nowfashion