Balenciaga is offering its customers a new way to consume its signature aesthetic with a new YouTube series. Called Balenciaga Loops, the monthly series is a mix of video art and music designed for atmospheric ambiance, visually and sonically setting the tone for a public space or private party.
Inspired by user-made looping animations that accompany longer mixes on YouTube, Balenciaga Loops is created purely as bonus content for the French luxury brand’s audience between runway shows and other drops, to be played anywhere and at any time. Each “Loop” is centered around a mood, such as work out, pre-party, in transit, after hours, post-breakup, etc.—and pieces from current collections—in mind.
Since the appointment of Demna Gvasalia as artistic director, Balenciaga has worked with artists to produce experiences relevant to their mediums and messages. The first animation in the series is by Max Guther and features a full Balenciaga look from spring ‘19 collection. The second animation is illustrated with moving artwork by Max de Waard and features Track sneakers. Each of these sound playlists are a partnership with the online radio station Rinse France.
Take a look and listen below.