The campaign sees the singer laying on a fake grass surrounded by kids’ toys in the Kering-owned label’s winter 2020 campaign. The shoot was self-styled and self-produced during the lockdown by Balenciaga’s network of friends, which also include American artist Eliza Douglas.
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. – says Balenciaga in a statement.
The campaign marks Cardi B’s first collaboration with designer Demna Gvasalia, who selected her look. – a slinky, black evening gown with an asymmetric cleavage. Among the objects on the ground is also a pristine white version of Balenciaga’s new Neo Classic handbag.