Fresh off its debut menswear show presented last week in Paris, Balenciaga released its fall 2016 women's ad campaign on Wednesday — the first full campaign since hiring Artistic Director Demna Gvasalia. The designer enlisted photographer Mark Borthwick (who, fun fact, is married to designer Maria Cornejo) once again: he previously shot the eyewear campaign teased in May, giving us an initial glimpse into the world Gvasalia is seeking to create through the brand's advertisements.
Unlike Balenciaga's previous seasonal campaigns, which featured major models like Gisele Bündchen, Kate Moss and Lara Stone, the fall campaign stars some of the lesser known (and still very white) faces from Gvasalia's recent runway shows. The choice is not a surprising one, considering the street-conscious changes the Vetements designer has brought to the luxury house.
Borthwick photographed the models on the streets of Paris going about their normal business. According to WWD, the women are captured "sipping coffee from a paper cup, waiting for a bus or just striding on platform boots, cracked plaster walls or grimy tiles behind them." It was styled by Gvasalia's frequent collaborator Lotta Volkova Adam.
"Mark's 'real' approach in his aesthetic was a key factor in my choice of photographer," Gvasalia told WWD. "The new Balenciaga women, the women who wear the clothes, are my celebrities."