Paris – Real-life couples discuss one another’s quirks in the luxury house’s autumn/winter 2019 campaign.
The campaign, which takes the form of a short video and series of images, stars real-life couples from Paris, who discuss the nuances of their romantic relationship through voiceovers. With young heterosexual, lesbian and gay couples represented, the campaign contrasts the highly elaborate and glamourised love stories often presented in luxury marketing.
Shot by Ed Fornieles and mimicking the style of user-generated content (UGC) on social media, the film comprises footage that has been captured on surveillance cameras. In this way the brand offers a fly-on-the-wall aesthetic that is able to capture the couple’s intimate moments.
Luxury brands such as Balenciaga are using their campaigns to burst the authenticity bubble, demonstrating how modern relationships can still be explored in marketing without romantic overkill.