Balenciaga Fall 19 Campaign
by Stephen Garner

For his first-ever fashion campaign, artist Jean-Pierre Attal photographs Balenciaga’s fall ‘19 collection. In the style of his sociological investigation-like series, “Paysages Ethnographiques,” cosmopolitan scenes are superimposed over cosmic deserts in Morocco and Lanzarote. Uprooted from a modern maze of architecture, crowds become wandering individuals, each uniquely experiencing a vast, beautiful world.

The accompanying video campaign, like Attal’s moving project “Chronique Urbaine,” confronts the anonymous intimacy seen within the everyday urban experience. Glass and open-air spaces create invisible boundaries that bring strangers physically closer to one another while they emotionally remain worlds away.

An alternative society made up of Balenciaga’s inventive silhouettes populates public spaces designed as segues between pleasure and business. The vibrant collection, however, suggests a more contemporary dichotomy. In this updated world, definitions of work and play are blurred. Any space is determined by each person’s projected purpose, making it as vast as one’s imagination.

Balenciaga Fall 19 Campaign