This Balenciaga Campaign Taps 'The Matrix' for Inspiration
References: youtube & designtaxi
The 2019 Summer Balenciaga campaign is live and in it, the Spanish luxury label channels the aesthetic of a digital dystopia. This kind of ominous vibe has come up for the haute couture fashion house time and time again for the last few seasons. Its previous marketing initiatives relied on glitch effects to communicate a raw, defect-honoring appearance. The 2019 Balenciaga campaign takes this approach one step further, however.
The luxury fashion house taps Jon Rafman — an artist and a filmmaker, with the intent of producing artful marketing materials that channel 90s nostalgia and iconic movies. The result is a video that pays homeage to The Matrix — a 1999 staple of popular film culture.
The luxury fashion house taps Jon Rafman — an artist and a filmmaker, with the intent of producing artful marketing materials that channel 90s nostalgia and iconic movies. The result is a video that pays homeage to The Matrix — a 1999 staple of popular film culture.
Trend Themes
1. Digital Dystopia Fashion - Disruptive innovation opportunity: Develop fashion lines and campaigns that incorporate futuristic and dystopian themes, appealing to consumers' fascination with technology and the unknown.
2. Glitch Effects in Marketing - Disruptive innovation opportunity: Utilize glitch effects in marketing materials to create a raw and edgy aesthetic that captures consumers' attention and reflects a modern and tech-savvy brand.
3. 90s Nostalgia Revival - Disruptive innovation opportunity: Capitalize on the resurgence of 90s culture by creating fashion campaigns and designs that evoke nostalgia, attracting both younger consumers seeking authenticity and older consumers seeking a throwback to their youth.
Industry Implications
1. Luxury Fashion - Disruptive innovation opportunity: Incorporate sci-fi elements into luxury fashion designs, creating unique and avant-garde pieces that appeal to fashion-forward consumers looking for standout styles.
2. Film and Entertainment - Disruptive innovation opportunity: Collaborate with fashion brands to create marketing campaigns and merchandise inspired by iconic movies, tapping into consumer nostalgia and driving synergistic brand partnerships.
3. Graphic Design and Advertising - Disruptive innovation opportunity: Offer glitch effect services to brands for their marketing campaigns, helping them create visually striking and attention-grabbing materials that differentiate them from competitors.
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