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Do not adjust your set. What you are looking at are the images from the new exclusive capsule collaboration from online retailer Farfetch and the lava-hot brand Balenciaga, and, yes, the images are supposed to be out of focus — it’s arty.
The campaign is to announce the global launch of a series of limited edition pieces across the luxury label’s ready-to-wear, shoes and accessories collections for men.
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Ever since Demna Gvasalia — the founder of cooler-than-cool label Vetements — took over the creative reins at Balenciaga, it has become the streetwear label of the moment leading the industry with logoed hoodies, pre-scuffed ‘dad’ trainers, luxe puffa jackets and oversized shirts to name just a few.
According to the notes from the Balenciaga team, the campaign’s juxtaposition of natural landscapes, against busy movement and bright colours is to create an overall feeling of serenity and peace. With its impressive recent record of having its finger on the pulse of next-level fashion, we’re banking that this collection will fly off those virtual shelves.
