Balenciaga‘s stark-white Instagram feed is no longer. The brand has debuted a new phase of its multi-tiered campaign: a series of videos and photographs, to be published on social media, featuring high-profile talent and creative director Demna‘s latest pieces.
Each day of the campaign, a clip, portrait, or occasional still-life snapshot of friends of the brand with a selection of its new products, will be released—all photographed by Stef Mitchell (the Australia-born, Brooklyn-based artist who has previously shot Balenciaga muses and whose work has appeared in publications including i-D, British Vogue, Mastermind, Replica, T Magazine and M le Monde).
Today, the brand released its image featuring brand ambassador Kim Kardashian in the red Political Campaign Shrunk Zip-Up Hoodie, bubblegum pink spandex Pantaleggings, and the Le Cagole XS Shoulder Bag in light pink Arena lambskin with aged silver hardware.
Balenciaga’s drop features read-to-wear pieces in its signature sultry silhouettes, in midnight black and bright pinks and reds—the hues of the moment for the hot label of the moment. There are also ironically casual sweatshirts and nods to Y2K fashion—most notable in the low-cut jeans, chunky hardware, and the Le Cagole bag.
The photographs are simple but highly produced, with the garments and the celebrity models taking center stage—no distractions, not attempts at deceiving the viewer. Balenciaga wants you to take in its sharp content in your first scroll.
And it makes sense. Like Demna—who recently staged a full-scale snowstorm during his Paris fashion show, to not only flaunt the expanse of his creative boundaries, but to show support for Ukranian refugees—Kardashian needs the spotlight. Maybe that’s why she is a Balenciaga darling, and why Demna, too, chose Mitchell—known for her photographs of ultra-confident, independent youths—to capture the clothes through her lens.
Balenciaga began teasing the multimedia phase of their campaign on April 7, when they dropped a photo of BFRND (the composer behind every Balenciaga show since fall 2017) in a black hoodie and sweatpants, a silver ear cuff, and the brand’s futuristic Space Shoe made of matte black rubber—a true sign of our times.
This article originally appeared in Harper’s BAZAAR US