'Balencaiga' Fashion Campaign

A project for Year 2 Fashion Communication and Promotion at Norwich University of the Arts.

I was tasked with creating a campaign for a fashion brand of my choice. Balenciaga is a heritage luxury brand known for their enduring popularity with celebrities, luxurious materials and structured garments. My campaign married the history of the brand and its innovative designs with the emerging technology of AI (as of late 2022).

Styling together a collection of six outfits I felt captured the essence of the brands aesthetic over the last 100 years in modern silhouettes. The full body shots of beautiful models in all black clothing against a white backdrop in inspired by the brands current marketing strategy and lookbooks.

AI was introduced into the conversation through editing. Initial research into AI's early capabilities using sites like Dall-E provided insight into how the technology generated fashion campaigns and human bodies. For context, this was when AI images still struggled with hands and faces, so this is what I edited in the final images.

So that the campaign had an enduring quality over the years, as the technology would surely advance and overcome this problem, I removed the models faces and edited their fingers into the uncanny valley, but only enough that something felt wrong about the image. These images are available to view at https://www.instagram.com/balencaiga/

Posted to this portfolio are the unedited pictures, to show the strong lighting, design and styling choices.

Photography - Rachel Pooley
Models:
Dom Temple
Elly Lynn
Lara Philps
Assistants:
Finn Barnes
Imogen Scanes