Balenciaga’s Spring 22 presentation considers our shifting senses of reality through the lens of technology. We see our world through a filter—perfected, polished, conformed, photoshopped. We no longer decipher between unedited and altered, genuine and counterfeit, tangible and conceptual, fact and fiction, fake and deepfake. Technology creates alternate realities and identities, a world of digital clones.
To illustrate this concept, every look in the Spring 22 collection is seen on Eliza Douglas, an artist who has either opened or closed every show and appeared in most campaigns for the past several years. In a video directed by Quentin Deronzier, Eliza appears as a series of digital clones, some of which are deepfakes, or models with Eliza’s photogrammetry-captured and CG-scanned face digitally grafted on.
Some looks are styled to illustrate artificial manipulation using props, like chainmail headpieces in silver, gold, chrome, and rusted metal. The models march down a minimalist runway to a sci-fi-inspired soundtrack composed by BFRND and an AI voiceover reciting the lyrics of “La Vie En Rose.” The video’s post-production processes include planar tracking, rotoscoping, machine learning, and 3D modeling, implemented in order to achieve a hyper-realistic effect.