When in 2015 Demna Gvasalia he was appointed creative director of Balenciaga, the fashion world has witnessed a turning point. The Georgian designer, known for his unconventional approach and the success of his brand Clothing, has transformed the historic maison into a point of reference for contemporary luxury, merging high fashion and streetwear in a completely new language.
A New Chapter for Balenciaga
Succeeding to Alexander Wang, Demna immediately imprinted a distinctive vision on the brand. While Balenciaga boasted a couture heritage based on the elegance and structural experimentation of Cristóbal Balenciaga, Gvasalia shifted the focus to a postmodern and deconstructed aesthetic. The exaggerated silhouettes, the disproportionate proportions and the use of unconventional materials they became the signature of his style.
His first collection for thefall/winter 2016 clearly demonstrated this change: overcoats, deconstructed tailored jackets and industrial details redefined the identity of the maison. But Demna's real strength was his ability to elevate everyday clothing to the rank of luxury, transforming sweatshirts, t-shirts and sneakers into status symbols.
One of the most iconic elements of the Gvasalia era was the sneaker Triple S, launched in 2017. Featuring a chunky sole and a deliberately excessive design, this shoe redefined the concept of a luxury sneaker, becoming a global bestseller.
Similarly, the Bazaar bag, inspired by plastic market bags, and the IKEA-inspired bag have demonstrated Demna's ability to reinterpreting banal objects into fashion icons. These products, initially controversial, have become symbols of his provocative genius.
Cultural Influence and the Metaverse
In addition to revolutionizing design, Demna has transformed Balenciaga into a cultural phenomenon. Collaborating with artists like Kanye West for the Donda album launch events, he has cemented the connection between fashion and music.
Digital innovation has been another pillar of her work. In 2021, she presented an entirely virtual collection through an interactive video game, anticipating fashion's growing interest in the metaverse. She also made the 2021 Met Gala memorable, dressing Kim Kardashian in an all-black look that completely covered her body, sparking debates on anonymity and identity.
Fashion and Protest: The Refugee Parade
Gvasalia has often used fashion as a tool for social criticism. In 2022, in the midst of a geopolitical crisis, dedicated the collection Autumn/Winter refugees, a theme close to his heart as he himself was a refugee from Georgia. The show saw models walking against artificial winds, dragging bags and wrapped in heavy fabrics, evoking the harshness of forced migration
Balenciaga's Future with Demna
Under Gvasalia's leadership, Balenciaga is no longer just a luxury brand, but a cultural movement. With his ability to mix high fashion, social commentary and digital innovation, Demna continues to redefine the boundaries of the industry, making Balenciaga one of the most influential fashion houses of the 21st century.
