As someone who also shoots films in my own art practice, I know how difficult it is to capture emotion in the eyes on camera. Balenciaga’s new Fall 2020 video campaign succeeds at this in spades.
The video is chock-full of tender, fleeting moments, of loaded stares and bittersweet stillness, mostly between couples. Directed by Maurus Vom Scheidt and with music by Tom Hodge, it features a familiar mix of beautiful Balenciaga people dancing, laughing and hanging out, gazing at the horizon.
The irony is that this comes right after that decidedly post-apocalyptic collection. (Although, indeed, aren’t they all?) I guess this feel-good video poses itself as the next chapter to that submerged football stadium, or as one commenter put it, the “CRAZY ANGST STUFF” we have come to expect from Demna Gvasalia.
The video ends with the message: Live to love. It’s two and a half minutes that ended too soon. I’m now too invested on these people!
Watch the video below.
