Afterwards, whether in the mud, on the streets of Paris in the rain, or at the red carpet theater, Demna simulated the world in different worlds, trained her personality, and developed the intelligence of this world. On the one hand, it faithfully reflects the diverse styles of Parisian street people, and on the other hand, it pushes it towards more dramatic expression.
The result is that Demna’s followers in the real world seem to present an image that transcends the real world, and the people on the runway always remind you of those people who shuttle through the streets and alleys, you don’t know, but their style is intriguing. More importantly, from the first day on, this group is not just young people, nor does it highlight gender.
Demna has truly achieved the confusion between reality and virtuality.
Starting from the initial prototype of the worldview, each season’s series is enriched with stories and products, ultimately settling into a complete brand universe. The Balenciaga Winter 24 series is another 3D rendering of this brand’s universe.
The runway is completely wrapped in a display screen from the top to the ground, and from morning to night, there is still a natural scene at the beginning. As light and shadow change, the content on the screen shifts from reality to digital virtuality. Hundreds or even thousands of short videos were played simultaneously, then turned into signalless white noise, and finally came to an abrupt end.
As early as the 2020 release of the “Afterlife: Tomorrow’s World” video game project for the Balenciaga Autumn 21 series, it can be concluded that Demna’s Balenciaga is not only continuing to build a material high-end fashion house, but also not limited to becoming an abstract luxury brand in the contemporary sense. It is also building a game world that is close to reality, with fashion serving to shape characters.
If it weren’t for Demna’s own mention, perhaps few would have realized that this year is Demna’s tenth year as the creative director of Balenciaga.
In 2015, Demna took on this milestone appointment in the industry, relying on Vetments’ phenomenal success in the core fashion circle of Paris, and embarked on a new experiment in the luxury brand battlefield.
In a blink of an eye, there are ups and downs. From being criticized for the huge contrast between personal style and traditional haute couture concepts in the early days, to tightly connecting brand names with personal aesthetics, no matter how much controversy, one thing can persist for ten years, no matter what.
The Balenciaga Winter 24 series was released in Paris yesterday. You don’t need to wait for the runway release, as you can clearly feel the strengthened influence of Demna’s aesthetic style over the past decade from the crowd standing outside the runway. When a creative director fully injects personal aesthetics into a luxury brand name, no, a revolution has been completed.
