^{Photo: Courtesy of Balenciaga}

 

The first images of Balenciaga’s fall 2016 advertising campaign are out, revealing a brand new aesthetic for the label. In his first season as creative director, Demna Gvasalia introduced an updated look for the label with a streetwear-strong collection that resembled the hyperbolic spirit of his own line, Vetements, which continues its meteoric rise.

Now, he’s lending his vision to Balenciaga’s first ad campaign under his direction, curating a mood that’s spontaneous and edgy. Shot in Paris where the designer lives and works, the images bring the collection to the streets – literally – with models frozen in frame as street style stars. Swapping out celebs was an intentional move – a way to champion an alt approach to luxury. “The new Balenciaga woman, the women who wear the clothes, are my celebrities,” Gvasalia explained to WWD.