A Balenciaga-positioned campaign for the year 2025, made up of a new digital-first strategy: campaign images, a short film, digital assets of the collection and a phygital event. This campaign marks Balenciaga’s switch to a digital-first strategy that sees ready-to-wear collections being released digitally (as digital assets to wear in meta-environments) and physical versions of the garments being made-to-order only, allowing the brand to produce collections quarterly without the waste of unsold stock. Alongside a focus on the limitless self-expression of life as an avatar, we see Balenciaga spearheading the new age of the internet.
Specular Self focuses on the Gen-Z-positioned benefits of digital fashion, avatars and the metaverse; self-expression and personalisation. The film follows a subject’s journey as they realise they can express themselves freely in Balenciaga.
Hazel Matthews. Level 3, 21/22.