Embracing its roots, Balenciaga has boldly set its Winter 2023 campaign at the heart of its rich history – 10-12 Avenue George V, Paris. The historical space is where the brand’s founder, Cristóbal Balenciaga, opened the French Couture House in 1937. It was where he lived, worked, and held collections presentations until 1968. Balenciaga revived this address in 2021, when Demna presented his first Couture collection in the newly restored salons. It’ll be reestablished as the brand’s headquarters.
In a series of still and moving images by fashion photographer Tyler Mitchell, the historic Balenciaga address is under renovation, being revitalized of a kind of homecoming: the existing Couture salons have expanded double in size, and the Balenciaga Couture and ready-to-wear ateliers, plus new offices have been added to the building’s six levels at 12 Avenue George V.
The campaign highlights the evolution of the brand as the models pose amidst the raw and evolving interiors. The lineup of models features French actress and frequent Balenciaga muse Isabelle Huppert and runway regulars including Vittoria Ceretti, Nyawurh Chuol, Minttu Vesala, Arthur del Beato, Mathieu Simoneau, and Yura Nakano.
The collection includes deconstructed tailoring, with signature pieces such as tracksuits, denim and leather jackets, suiting, and jeans – reinvented as inverted or doubled-up approaches, furthering the brand’s experimentation with hybridity. Pleated blouses and skirts, evening wear lace, bead-embroidered gowns, fitted sweatsuits, and faux-mink coats offer updated Couture silhouettes, with cinched waists and rounded shoulders.
The collection also introduces the Monaco Bag line, the Anatomic and Biker Boot lines, the 3XL SockShoe, the Flex Pump, Fennec and Speed eyewear, and classics in updated styles, with more material options and brand-new intentions. These include Le Cagole Collector, Le Cagole Carry All,and Le Cagole Basket; the Crush Sling in floral-printed leather; the Everyday Tote in fluffy fake fur; the Bulldozer Boot; the Knife Pump in bow-tied Spandex; the Duty-Free in embossed leather; the Triple S in monochrome; the Superbusy Sling; and wallets that echo Balenciaga bag signatures.
Photos by Balenciaga.
