Demna Gvasalia sent editors, celebs and influencers down a red-carpet catwalk for the premiere of a BALENCIAGA x Simpsons crossover episode. PFW
These were the murmurs overheard on entering the cavernous hall of the Théâtre de Châtelet, the location of last night’sshow, and beholding the big-screen live stream of the red carpet procession outside. Calling it a ‘show’, though, isn’t quite accurate – it certainly wasn’t one in a traditional sense.
Is it a worthwhile branding exercise? A work event for journalists and buyers? Or an excuse for celebrity friends of the house to hang out? Yesterday, Balenciaga proved that all of the above apply. Moreover, though, they proved that they can be fun. As attendees filed into the stalls to take their seats, they quickly realised that they, too, were part of it all, as they watched the arrival of the usual coterie of celebs, editors, influencers and everyone in between that arrived in their wake. Interspersing them were models wearing the collection, a fact that only became clear once you’d clocked the captions that flashed up on the bottom-right of the big screen.
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