Fashion and culture have always been inseparable, especially now when mainstream fashion companies rely heavily on social media as promotion platforms.
The line between art and consumer manipulation was always thin. Some designers will look for inspiration inside of themselves, but ultimately they’re not the only ones in charge of what gets put out into the world.
Along comes Balenciaga, a fashion house created in 1937. and “recreated” a number of times since the death of Cristóbal Balenciaga.
So it should come as no surprise that in 2018 they did it again, promoting their products in a way fashion brands of this magnitude rarely do. They re-design their website to give it an almost nostalgic, simple look. This couldn’t be any further form the actual design. It’s clear what they want the focus to be on. Laid out on a plain background, the colorful pieces are the only thing attracting the viewers attention.
As far as their social media presence goes, they’ve maybe made the best decision so far. Even people who are not interested in high fashion started talking about the Balenciaga Instagram feed. The photos seem to be taken without any thought by random people. They would range from blurry photos, shoes in plant pots, dresses on floors to high quality photos with composition.
In my opinion, there is nothing random about the photos they’re posting. There are still many quality photos taking either inside or on the streets, but the random picture here and there just tries to fit in with today’s zeitgeist.
When everyone is over-obsessing with having the perfect Instagram feed, it leaves a lot of people anxious about posting anything random which would interrupt the perfect color scheme of their feed. Posting anything and everything is a form of social media rebellion.
And to everyone whining about a big brand cashing in on “meme culture” it’s important to remember that concepts don’t belong to anyone. If you’re not going to cash in on it, someone will.