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Must Read: Balenciaga's New Ads Look Like Unfiltered Phone Shots, 'Gorpcore' is the New Normcore

Plus, Dove just launched the first video from its Shonda Rhimes-fronted in-house studio.

These are the stories making headlines in fashion on Friday.

Balenciaga's latest ad campaign looks surprisingly ordinary
Demna Gvasalia's back at it with the elevating-normalness-to-designer-levels thing. His latest? Balenciaga's fall ads, which show models shot on chairs against a Balenciaga logo backdrop in a style reminiscent of an unfiltered, not-very-well-lit phone snap. Call it normcore, call it anti-aesthetic, but whatever you call it, it's certainly not the glossy, fantastical ad strategy of yesteryear. {WWD}

Have we traded in normcore for gorpcore?
The Patagonia, North Face and Columbia you're seeing on city-dwelling fashion people? That's a sign of gorpcore, argues Jason Chen. "Where normcore idealized the Mall, indiscriminately incorporating bland stylistic totems across suburban categories... this new aesthetic worships the Woods, strictly defining itself by the idioms of hiking/camping/outdoor apparel," he writes. {The Cut}

Dove's Shonda Rhimes-fronted studio pushes into content making
The first Dove in-house video helmed by Shonda Rhimes, "Meet Cathleen," follows Fat Girls Dance founder Cathleen Meredith. While the video begins with the Dove logo, it does not feature any products from the brand and functions more as pure storytelling. Considering that one study found "brand favorability and intent to purchase [are] higher for companies that produce their own content," the move toward creating content that feels less like advertising may become more common across the board. {Glossy}

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Band of Outsiders will present Spring 2018 and a comedy night at LFW:M
Twice-relaunched label Band of Outsiders will show its Spring 2018 collection next month at London Fashion Week: Men's, and will combine the presentation with a comedy night. The show will include the second collection from new creative team Daniel Hettmann and Angelo Van Mol, who were entrusted with the label's 2016 relaunch. {WWD}

Luxury brands are getting into sustainable fragrances
Chopard just announced that it will be launching unisex fragrances made from sustainable ingredients. While it's not quite a first, it is a move that's more common amongst indie perfumers than big names (excluding the likes of Comme des Garçons and Goop, which have both been pursuing sustainable fragrances for a while now). But considering the growing interest in sustainable fashion, perhaps it's inevitable that fragrances should follow. {Glossy}

CEO Sebastian Suhl likely leaving Marc Jacobs
Marc Jacobs CEO Sebastian Suhl is said to be leaving the company, perhaps before the September fashion weeks begin. Suhl was brought in to ready the label for an initial public offering, which he attempted by cutting out menswear and closing stores in both the US and Europe. But three years in, the brand still has significant challenges to overcome. No word yet on who will replace him. {WWD}

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