Demna Gvasalia's Debut Balenciaga Campaign Forgoes Celebrities

The artistic director has ditched the celebrities in favour of lesser-known, more relatable models

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Following on from its stellar menswear debut at Paris Mens Fashion last week, Balenciaga has released its women's 2016 fall campaign.

This is Vetements designer Demna Gvasalia's first full campaign since replacing Alexander Wang as artistic director last October.

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However, unlike previous seasonal campaigns featuring celebrity models like Lara Stone, Kate Moss and Gisele Bündchen, Gvasalia enlisted photographer Mark Borthwick to shoot lesser-known models on the streets of Paris.

Borthwick, who previously shot the Spanish brand's eyewear campaign released in May, was instructed to capture 'couture attitudes' from the models, shot in real locations and situations around the French capital.

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According to WWD, the women were shot 'sipping coffee from a paper cup, waiting for a bus or just striding on platform boots, cracked plaster walls or grimy tiles behind them.'

The move reflects Gvasalia's down-to-earth and street-conscious philosophy, further brought to life by his go-to stylist and collaborator, Lotta Volkova.

Explaining why he chose Borthwich for the campaign, Gvasalia told WWD: 'Mark's 'real' approach in his aesthetic was a key factor in my choice of photographer.'

'The new Balenciaga women, the women who wear the clothes, are my celebrities,' he says.

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