Balenciaga Hits Up the Mall Photo Booth for Its Spring 2018 Men's Campaign

So nice of the local Kodak Kiosk to lend Demna Gvasalia its space.
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So nice of the local Kodak Kiosk to lend Demna Gvasalia its space.
Balenciaga's Spring 2018 menswear campaign. Photo: @balenciaga/Instagram

Balenciaga's Spring 2018 menswear campaign. Photo: @balenciaga/Instagram

Balenciaga only just announced earlier this month that, come Fall 2018, it will be the latest house to show its men's and women's collections together — but Creative Director Demna Gvasalia isn't done showing the brand's menswear some love. 

On Wednesday, the French fashion house revealed a first look at its Spring 2018 men's campaign, the collection for which was shown with a gaggle of kids — debuting the label's childrenswear — at a large public park in Paris. Adhering to the family-friendly theme, Gvasalia and co. appears to have hit up the mall photo booth for a shoot that, technically, let the clothes speak for themselves. Which is to say, this campaign is about as no-frills as you can get, with the only discernible props being the swirly backdrop and the occasional potted plant.

Balenciaga's Spring 2018 menswear campaign. Photo: @balenciaga/Instagram

Balenciaga's Spring 2018 menswear campaign. Photo: @balenciaga/Instagram

It's an effective, if low-budget way to further achieve "the re-cooling of the absolutely uncool," which is something Vogue's Sarah Mower wrote in a review of the collection back in June and has remained singed in my brain ever since. 

Oversized, floppy windbreakers? Acid-wash black jeans? Rugby-style long-sleeved polo shirts? Indeed, very uncool-turned-cool, as is the trumpet that our grungy friend on the left here, perhaps on his way from band practice, is carefully toting.

Balenciaga's Spring 2018 menswear campaign. Photo: @balenciaga/Instagram

Balenciaga's Spring 2018 menswear campaign. Photo: @balenciaga/Instagram

Absolutely enormous parkas with a button-down sleeve inexplicably tossed up the collar? Surely uncool-turned-cool, as well, but using a book as an accessory? Oh, well, that's always been cool. Didn't you see those American Library Association-backed "READ" posters in your schools in the '90s? 

Balenciaga's Spring 2018 menswear campaign. Photo: @balenciaga/Instagram

Balenciaga's Spring 2018 menswear campaign. Photo: @balenciaga/Instagram

We'll update this post as we get more imagery, but in the meantime, we should thank the local Kodak Kiosk for loaning Gvasalia its space for this shoot.

Balenciaga's Spring 2018 menswear campaign. Photo: @balenciaga/Instagram

Balenciaga's Spring 2018 menswear campaign. Photo: @balenciaga/Instagram

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