If Balenciaga’s AW 2017 campaign is any indication, normcore is far from over. The ads, shot by Johnny Dufort, have a school picture day sensibility, except instead of braces, acne, and haircuts that won’t age gracefully, the models sport crisp turtlenecks, patterned tights, and legging boots (no sign of the infamous IKEA bags, unfortunately). With minimalist metal chairs and the same logoed carpeting used in the brand’s most recent fashion show, the photos have the laid back, tongue-in-cheek sensibility that we’ve come to expect from creative director (and expert fashion troll) Demna Gvasalia.
“The series portrays a viewpoint specific to creative director Demna Gvasalia: the attitude that embeds his ideas about fashion in real life observation and the co-option of the surprise of the ordinary,” Balenciaga said in a statement. “Here, all the definitive components of the chic Parisian day wardrobe are put together pinpointed from the Knife stiletto up.”
Apparently, “the chic Parisian day wardrobe” now includes teal legs and skirts made to look like car mats. Not that we’re complaining.