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Demna Gvasalia is a genius and we all can agree with this.

The designer behind the worldwide success ( and rebirth ) of the brand, the creator of some of must-to-have and immediately sold-out items ( Triple S sneakers as example ) has just released the new adv men campaign for Spring/Summer 2018 that has already received great consents in the fashion system.

Born in Georgia, Gvasalia studied at Royal Academy of Fine Arts in Antwerp and he worked as head of the design teams at Maison Martin Margiela and Louis Vuitton. From 2015 he is the creative director of Balenciaga and head designer and one of the founder of Vetements from 2009.

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Balenciaga’s accessories were the most photographed during fashion weeks seasons and this year the label was main character of a controversial story but at the same time very funny with IKEA, the Swedish furniture colossal. To cries of ” There is only one Frakta and no one is like it” IKEA ironically answered, and injected more attention, to the affair of the blue shopper by Balenciaga that really reminded of the blue one you can purchase at IKEA. The difference? Ikea shopper costs $ 0.99 Balenciaga one $ 2145. In reality the differences were 6 and were listed by IKEA in a post that has been been all around the globe.

The 2018 Spring/Summer men campaign marked another strike in the history of the brand. Shot by Portland-based photographer Robbie Augspurger, who is renowned for his throwback photos.
The theme of the whole campaign revolves around the family and the nostalgic vintage feeling. Sepia and purple allure with a nice kitsch accent that are the trademarks of Augspurger works, were able to perfectly melt with the idea of the Gvsalia to transport the basic items into a wanted must to have. And obviously not casual the choice of the very normal people appearances of the models.

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The oversized silhouette, long sleeves polo shirts, ultra-big parkas and washed jeans characterized the collection that can be seen as a tribute of the 90s old school. With this campaign it seems that Gvsalia wanted to elevate those outdated and a little loser clothes into the most cool on the market.

Do you wanna bet with me that all the accessories and enormous outwear created by Gvsalia will become the too-cool-to-not-have-it for 2018? I am sure I won’t loose!


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