American rapper is front and center of Balenciaga’ Winter 2020 ad campaign. The campaign images, set to appear on billboards and in magazines, were styled and produced virtually in collaboration with the rapper via the internet.
“Limited by a lockdown of epic proportions, the Winter 20 campaign images are self-styled and self-produced by Balenciaga’s far-reaching network of friends, connected through their screens while isolated at home.” In the first photo, Cardi wears a seasonal slinky dress and reclining on a bed of green grass, accompanied by a spread of children’s toys and Balenciaga’s Neo Classic handbag.
“By removing some steps in a typical campaign production, a contemporary way of creating fashion imagery is brought to life, bridging the gap between fantasy and experience. From the comfort and confinement of a familiar place, with near-limitless creative control, the stars of the Winter ’20 campaign share an emotional side of dressing alone — for one’s self, or for today’s multiple modes of staying in touch from afar.”
“The Paris billboard will remain up the entire month of September, and the image will feature on additional outdoor advertising in Paris and Taiwan, China, South Korea, Singapore and Thailand,” says a spokesperson for Balenciaga.
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