For the presentation of the pre-spring-summer 2021 collection, Demna Gvasalia has thought of a new and interesting format that does not go far from the innovative vein that distinguishes the creative direction of the French fashion house.
The garments are presented in the form of a technical data sheet, similar to what is usually given to buyers who study their composition and characteristics. In fact, just like a technical data sheet, the potential consumer can see with their own eyes the materials that make up the garment and the colors.
It is an interesting format, especially if we consider the attention that new consumers, especially millennials and generation Z, pay towards the clothes they intend to buy. A choice that also aligns well with the concept of sustainability, a topic on the agenda.
In this regard, the main elements of the collection are the concepts of reinterpretation and regeneration, the effects of which can be seen in the garments with the classic Balenciaga cuts here revisited and adapted to new patterns and prints. Slouchy jeans, car-coats, shirts, to which the new cuts and the regenerated materials (regenerated lyocell has been applied to a coat) give a new life.
Overall, we have a versatile and fluid collection, whose earth-friendly message even if it does not appear explicitly, emerges from the small details, starting from the materials and the composition, up to the very format of the presentation. A creation that invites us to rethink the predefined models in which fashion has been confined for too long.
Pics courtesy: vogueitalia