“The brand reimagines iconic staples and accessories in a maximalist style.”
Boldly Reimagined Basics This week, Balenciaga officially launched their limited-edition Qixi Festival 2023 collection, along with a tailored advertising campaign. The collection includes a variety of wardrobe staples, such as loose-fitting t-shirts, hoodies, track pants, shorts, denim-inspired knit jackets, and baseball caps. They’re all washed and distressed to create a deliberate worn-in effect and adorned with hand-sewn “Je t’aime” (French for “I love you”) letters and heart graphics. Vibrant red pajama-style pants and a shirt feature all-over dark jacquard with the words “I love you”.
Maximalist Accessories Balenciaga’s iconic accessories are reimagined in a maximalist style. The Le Cagole bag, Explorer backpack, and bum bag, Paris heels, and mules are all adorned with perforated silver metal rings. The Hourglass bag and Marie Antoinette heels are draped in ribbon bows; the Crush bag and Pool sneakers are coated in pink leopard print faux fur.
The Ad Campaign In addition, Balenciaga simultaneously launched the Tanabata 23 ad campaign series, shot by photographer Shinichi Tsutsui. This includes both graphic and video works. The camera focuses on three real-life couples on the streets of Shanghai, who are dressed in the outfits from this collection. They generously showcase the collection in a short film and recount the scene when they first met. Shinichi Tsutsui is a New York-based street photographer who began his long-term photography project #TheWayYouWEREThatDay in 2015. His aim is to capture the crowd, fashion, and city at the moment, preserving youth, trends, and landscapes forever.