The virtual reality of Balenciaga's SS22 campaign

For the new campaign of Balenciaga's SS22 collection, the brand directed by Demna has created a digital rendition of its show set on a red carpet. The digitized characters holding XX, Triplet and Hourglass bags wearing facsimiles from the collection, transforming the moment of the photocall into a series of snapshots that recall the world of PC video games and streaming signed by the Parisian artist Claudia Maté.

Artist Claudia Maté's multidisciplinary aesthetic includes a variety of new multimedia formats including video, programming, interactive 3D, game design, VR and sound. In his work, modern technology is combined with a retro-tech aesthetic that is non-ideological and infinitely replicable, as well as applicable to any subject. The new campaign therefore reflects the gradual entry of Demna's brand into the world of digital reality – an entry that balances the power of celebrity culture, the return to the traditional charm of couture but also the entry into the new worlds of the metaverse that have driven the growth of the brand since the arrival of Demna at its helm.