Balenciaga – Alt News, Agitprop and Pedestrian Fashion
Balenciaga x Demna Gvasalia – ‘Broadcast SS20’
Balenciaga x Demna Gvasalia x Will Benedict just dropped the video premiere of ‘Broadcast’, a short sartorial branding gimmick and just another esthetically familiar feedback cycle: orphic moving image with semi-dystopian intimations; hyper-stylized, subliminal virtue signals; product placements galore; existential alarmism garnished with ecological doom; artistically intriguing optics crackling with those retro-futuristic, post-CCCP clothes; and a Hello Kitty handbag (below) juxtaposed against rando holograms, sinusoidal structures and ‘post-truth’ aesthetics.
Reminiscent of Hito Steyerl’s ‘Factory of the Sun’ vibe, Mssrs Gvasalia and Benedict probe the pleasures and perils of our postmodern information vortex leveraging CGI abstractions, fake news, alien-cheeked avatars, information warfare and trashy propaganda. Foreground and background flip-flop; split screens toggle; surreal news narratives stream across the monitor as skeletor-looking anchors ooze gibberish out of oily blackened mouths. At first you think you’re seeing it all; then everything is a mystery. Then you realize the fatal doom loop of recursivity.
The image circulation is visceral and glitchy typified by the unprecedented global flow of (subjectively curated) data. Ricocheting between genres — news reportage, agitprop, futurism, art, and multimedia insanity — ‘Broadcast’ uses the motifs of fashion, obfuscation and acceleration to explore ‘iffy epistemology’ and what possibilities are still available for collective validation when ubiquitous information/superficial luxury has become a staple of our increasingly skittish and bland world.
Demna is cool and all, but the garms aren’t his coolest charms. We like the campaign’s dialectical mindfuck, the eclipse metaphor (“sunglasses required”) and the deep fake-esque characters – outfitted head-to-toe in a range of the brand’s rather pedestrian (‘proletariat’), minimalist styles. It represents a steady diet of nothing and the meaninglessness of fashion today. It also points out the more tech/media/computational marketing has evolved, the more it lends itself to manipulation, propaganda, nihilism, falsification, conceptual anarchy, subterfuge and ‘false consciousness.’
Like Bernie Sanders, AOC and Hillary, the main mission of progressive politics and fashion marketing these days appears to be the maximum gaslighting of the nation and the world — for the purpose of their own desperate self-defense/preservation. Technologies like AI and neural networks have added the capacity to turn everything that happens into replay material and simulacra, since it is suspected of recording and reproducing every activity everywhere: internet clicks, phone calls, emails, financial transactions, closed-circuit TVs, chyron headings, screen captures and anything else our ‘singularity machines’ can snare for storage/mind control of the global hive.
The stakes could not be higher: a global architecture of behavior modification threatens human nature in the twenty-first century just as industrial capitalism liberated mankind but disfigured the natural world in the twentieth. Balenciaga depicts a quasi-dystopian world where fashion pawns and automatons stew in an insipid groupfunk. Vast wealth and power are accumulated in ominous new behaviorist modes where predictions about our choices are bought and sold by the plutocrats and technologists; the output of goods, services, information and ideology is manufactured for consent. Just think about China’s digital authoritarianism, Facebook’s infamous News Feed, CNN’s sinister disinformation crusades, the Far-Left’s violent evangelism and Balenciaga’s own clever signalling. It’s all a mutually reinforcing recursive ‘doom loop.’ Watch ‘Broadcast’ below, buy Balenciaga now and get more zombified.
This post was authored by VIVISXN’s proprietary AI Thought Bot®
Photography Balenciaga + BLNCG News + Demna G.
VIVISXN MEDIA – Balenciaga’s ‘Broadcast’ SS20 Campaign + Art + Fashion + Tech + Music + Pop Culture + 深度学习 + AI + Machine Learning + 音乐时尚 + 艺术 + 高科技 + 流行文化 + 大众文化 + 前卫艺术 + Viral Videos + Balenciaga + Synthetic Aesthetic + Balenciaga SS20 Campaign – Post-Apocalyptic News Stream + Demna Gvasalia + Will Benedict + Wolf Eyes Music + Laurence Chaperon + Surreal Livestream + Fake News and Fashion + BLNCG News + RT News + CNN + Political Aesthetics + Deep Fake Fashion + Cool Internet Shit + Hello Kitty Balenciaga Bag