Balenciaga has unveiled its latest campaign, which stars the one and only Justin Bieber.

Typically Demna Gvasalia isn’t really one for a celeb-fronted campaign and, as of the last few seasons, he’s been diving into the world of putting characters in videogames as a part of his show.

 

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The high fashion brand shared a video of Bieber rocking their latest look. He wore an oversized leather jacket, hoodie and track pants along with the reworked Neo Classic bag. Shot by Katy Grannan, the singer joins the legendary French actress Isabelle Huppert and various others who frequently appear in Balenciaga’s work — notably Awar Adhiero Odhiang, Anania Orgeas, Isabelle Weldon Herouard, Minttu Vesala, Litay Marcus, Angel aka Emmanuel Culkin Mugisha, Abdou Diop, Taishi Suzuki, Hans Schmidt, and Eliza Douglas.

 

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In Grannan’s usual candid ways, the models pose in front of a recreation of a Los Angeles parking lot emotionlessly glaring into the lens. Each model wears a Balenciaga wardrobe consisting of ready to wear and accessory styles that carry over for multiple seasons.

Bieber and Huppert follow in the footsteps of Cardi B, as some of the only stars to feature front and centre at Balenciaga. In September 2020, the rapper was plastered across billboards in Paris as part of the house’s AW20 campaign.

Earlier this year, the brand presented its Fall/Winter 2021 collection on Afterworld: The Age of Tomorrow, which the house described in a release as “an innovative, record-breaking video game designed especially for this season. The game and the collection imagine a near future by creating an allegorical adventure set in 2031,” explained the brand.

This decision came in after departure from the classical show format which has dominated fashion for the past century, where brands strive to develop new visual ways to showcase their creativity in the midst of the ongoing Covid pandemic. Balenciaga itself chose to skip the most recent Paris Fashion Week of Spring/Summer season.

Also Read: Balenciaga To Unveil Upcoming Collection Through Video Game