According to the digital report "DIGITAL 2020" jointly produced and released by creative advertising company we are.social and social media management tool Hootsuite, there are more than 4.5 billion Internet users worldwide, and more than 3.8 billion social media users. Based on the above background, the operation of social media is particularly important for BALENCIAGA, a boutique fashion house that hopes to capture the current young people.
However, a glance at BALENCIAGA's Instagram is bold, uncut, and even absurd visual experience. Obviously, this is very different from the exquisite aesthetics advocated by the fashion circle, but the unretouched photos are indeed closer to our lives. The seemingly absurd photos actually reveal the strong resistance of BALENCIAGA to the established aesthetics and the old order. .
Create a new order between the elite and the streets
Via Instagram@balenciaga
In October 2015, BALENCIAGA selected Demna Gvasalia from a group of designers, who had just entered the public eye. As a result, a fashion innovation has quietly occurred, and the social media operations mentioned in the introduction are only the most obvious part.
Regarding social media, Gvasalia once said in an interview with 032C: "Social media is important, but it is difficult for brands to use it correctly. Frankly speaking, I think those brands that care about how many likes they have gained or are overly concerned about the number of followers. It's sad. In my opinion, if you turn Instagram into a visual advertising tool and yell "Buy me! Buy me! Buy me!", this will be harmful to the brand. You need Use these emerging media with an innovative visual presentation."
Via Instagram@balenciaga
Elegance, exquisiteness and nobleness have always been the brand image that boutique fashion houses hope to present, whether it is the design itself or the visual blockbuster. But BALENCIAGA, which was reformed by Demna Gvasalia, puts sophistication and nobility in the corner without hesitation, opening his hands in a casual and bold way to embrace the young people who have long been disdainful to become elites.
In terms of brand image building, from the social media push just mentioned, to the brand Campaign, BALENCIAGA is adhering to a casual, bold, and creative way. The 2021 autumn series announced earlier is created for us. A real and playable game was created so that consumers can feel the charm of the brand more effectively.
The video game "Afterworld: The Age of Tomorrow" by BALENCIAGA | Via BALENCIAGA
And then to the design level, Gvasalia walks back and forth between the people-friendly street culture and the exquisite fashion culture, constantly strengthening the sense of conflict between the two, and creating hot items one after another, the TRIPLE S movement Shoes, FRAKTA shopping bags, and large irregular shirts all inject a group of invigorating agents into the slightly dull fashion world.
As we all know, in the street culture that promotes freedom, "symbol worship" has always been one of the enduring issues; while in the fashion culture of sophisticated tailoring and materials, "symbol worship" is an area that is avoided as much as possible. But for Gvasalia, who is full of rebellious spirit, "symbol worship" is not a design direction that is ashamed to try.
Therefore, in the past BALENCIAGA productions, we have always been able to see a large number of simple designs with LOGO as the main body. Although such a design is bound to attract criticism from many senior fashion commentators, the actual sales figures prove that Gvasalia really knows the young people better and has to shut up temporarily.
"You can make a lot of products that can be profitable in the short term by printing things on the products. When I first started doing this, I received a lot of criticism. Even though they may not necessarily buy forever, this Class-like products are products that consumers really want and will continue to buy. As I said, I have brought some changes to the industry, and I don’t think this is a problem. On the contrary, this is one of the steps of innovation, it is necessary Yes. As long as I am still in the fashion industry, I will continue to design around T-shirts, sneakers and evening dresses. Because if I didn’t, I would consider myself dishonest.” Gvasalia said in an interview with Financial Times .
Relying on such values, the LANGUAGES Seven Languages series recently launched by BALENCIAGA is to write BALENCIAGA in Chinese, Japanese, Korean, Russian and other different scripts. It is almost a Full-Pattern design format, and treats the text as It is presented in a graphic language, separated from the mainstream aesthetics and design of boutique fashion houses, and the rebellious spirit of BALENCIAGA is also ready to emerge.
BALENCIAGA LANGUAGES T-SHIRT | Via BALENCIAGA
Based on this, NOWRE used virtual characters as models to create this special feature of BALENCIAGA LANGUAGES, hoping to encourage you to try to create different ways to accomplish the same thing.
BALENCIAGA LANGUAGES Seven Languages Series
This time, the BALENCIAGA LANGUAGES Seven Languages series brought us T-shirts, hooded sweaters, denim jackets and other items.
BALENCIAGA LANGUAGES Seven Languages Series
Among them, T-shirts and orange hooded sweaters have actually appeared at BALENCIAGA Spring 21. The reason why I chose to design in different languages is to express the spirit of rebellion on the one hand, and to celebrate the diversity of the audience watching the digital fashion show.
BALENCIAGA LANGUAGES Seven Languages Series
At the same time, along with the LANGUAGES Seven Languages series, there is a pair of innovative Track Clear Sole sneakers. The criss-crossing transparent material on the upper and the rubber sole composed of translucent material show the overall structure of the shoe to the fullest, and it is also reminiscent of BALENCIAGA's exquisite technological shoemaking skills.
BALENCIAGA Track Clear Sole sneakers
This time the brand-new white sneakers BALENCIAGA Track Clear Sole was BALENCIAGA official applet in the world exclusive debut . At the same time, the LANGUAGES Seven Languages Series has also been put on the mini program. You may click on the mini program below to learn more.
Before 1991, Demna Gvasalia's spiritual world had been limited by the lack of information and was slightly thin. According to what he said during the interview, he only had one or two fashion magazines to read. Then, Georgia became independent, and Demna Gvasalia's spiritual world was opened. A series of new things such as carbonated drinks, fashion magazines and so on entered Gvasalia's life.
Perhaps, BALENCIAGA, which is innovated by Demna Gvasalia, is now re-entering our fashion world with the trend of breaking bamboo. The so-called boundary between street and fashion is gradually disappearing in BALENCIAGA, and a thought-provoking clothing world is being born.
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