Demna Gvasalia is obsessed with the limits of fame and notoriety – her creative direction of Kim Kardashian has made the most recognizable women on the planet pretty much faceless – but he only recently started bringing fame in. in Balenciaga. For a long time, he was the antithesis of Donatella Versace, far more likely to send her collections on a wave of austere and brooding Victorian-looking models, than he would of high-octane models.
That all changed, however, when Cardi B starred in the House’s September 2020 campaign. Since then, Naomi Campbell, Isabelle Huppert and Ella Emhoff have paraded and posed for the brand alongside Justin Bieber – who returns today in the fold of Gvasalia, with the poster of the last campaign of Balenciaga. Shot down wearing a floor-length robe-like jacket and chunky rubber boots all the way to the shin, the popstar hangs a keyring around her neck like some sort of cursed monk or venal night porter.
Bieber made his Balenciaga debut last season as the star of Gvasalia’s AW21 campaign photographed by Katy Grannan, although he looks a little different in dirty sneakers and loose sportswear. In what has become a habit, earlier this week, the Paris-based fashion house deleted every photo from its Instagram, presumably in preparation for the next set of campaign images after its The simpsons adventure during fashion week. After all, the label’s next show is slated to take place in just over a week, on December 8. The lost tape / the show that never happened, the AW22 collection by Balenciaga will begin with a video, accompanied by a look book. Stay tuned for any gag that Gvasalia is bound to pull then.