Paris fashion week saw a move that was quite atypical of conventional collections from Balenciaga. The AW18 collection commissioned by Demna Gvasalia and in partnership with non-profit organisation WFP went alongside a $250,000 donation in a ‘quest to end world hunger by 2030’. The designs featured graphic tshirts, hoodies, bumags and caps emblazoned with the WFP logo and featuring the campaigns assumed slogan ‘Balenciaga Supports’.
The collection is set to raise substantial capital for the charity with a breakdown seeing a single cap pay for 200 high energy biscuits and a windbreaker providing 100 families with kitchen sets.
Effectively, the campaign will draw attention to a largely forgotten problem while additionally helping to solve it. Its great for Balenciaga’s PR yet utilises the companies exposure in a real attempt to make a difference. In my opinion this campaign is one of the better ones in recent history. “It’s about using fashion as a tool of communication” says Gvasalia and due to a spike in global hunger as a result of climate change and over population, this campaign really does stand out in terms of achieving the goal.
The use of the logo is strong and therefore memorable however doesn’t seem to distract from the artistic direction. Graphic design is very widely used in high fashion in today’s RTW which makes the collection ever the more appealing and effective. It has improved the brands image after recent criticism that the company has lost all ties to its roots and may therefore also improve sales.
I’m really inspired by the way this fashion house has not only tackled the economic side of charitably, but has selected a programme which is socially beneficial too. They have raised capital and drawn exposure to the cause and consequently improved the lives of many struggling people.