Fascinated, uncomfortable, annoyed ... Internet users react to Demna Gvasalia’s new fashion campaign. Go to Twitter to make your own opinion on Balenciaga news broadcast.

By Ludmilla Intravaia

“Balenciaga's live on Insta, it’s scary”, “Balenciaga's marketing campaign is a huge nightmarish mystery. Obviously fascinating", "The Balenciaga Instagram live made me feel very uncomfortable", "I can't wait for the creators of Balenciaga to finish their social experience"... The new spring-summer 2020 campaign of Balenciaga, launched on the web a few hours ago, clearly did not leave Internet users unmoved.

Precisely, as Le Boudoir Numérique told you yesterday (in this paper "Lifelike 3D mannequin in Balenciaga’s Paris store”), the models of Demna Gvasalia, whether they are flesh and blood or downright pixels, are never what is expected of them. And from now on, they are no longer where they were expected to be (namely the catwalk), they are on the television news. 

The artistic director of the French brand therefore continues on its offbeat momentum, with this SS20 campaign, unveiled on Twitter and Instagram, by propelling the models of its last September fashion show, as the ultimate virtual anchorwomen and actors of an unusual media masquerade. Discover it, by clicking here, on Balenciaga’s Twitter account.