French fashion house Balenciaga has published campaign videos of digitally rendered models clad in Balenciaga’s Spring 2019 Ready-To-Wear collection.
In collaboration with Copenhagen-based visual artist and designer Yilmaz Sen, Balenciaga continues to focus its branding efforts on the more hyperreal and disturbing indulgences of styles by allowing Sen to use a combination of photogrammetry scans and live action footage to create six short campaign videos of CGI models twisting, levitating, distorting, and otherwise defying the laws of physics.
Although subversive, this recent campaign is not out of character for Balenciaga, particularly regarding its inherent focus on exaggerated proportions and the pliable potential of the human form. Known for commanding these very same tricks of the eye in its designs, the use of extremely broad shoulders, exaggerated hips, and cinched-in waistlines have become canon for the perpetually fresh and offbeat iconoclasts.
Perhaps the most controversial aspect of the video campaign is the lack of real live models. With the rise of CGI influencers like Lil Miquela — who reps brands like Prada and Ugg — the use of digitally rendered models is no longer novel.
To learn more about the Balenciaga’s CGI campaign videos, click the link below.
https://www.yilmazsen.com/Balenciaga-Spring-2019-RTW-Campaign-Video
