Making its first major reveal in 2018, Demna Gvasalia's Balenciaga unveils its Pre-Fall 2018 menswear lookbook.
Delivering more of the trigger-happy faux-pas creative which has taken Balenciaga from niche luxury label to one of the most influential and spoken about brands on the planet, the lookbook marks the label's first pre-collection for men in its 99-year history.
Endlessly provocative, Gvasalia has used his newfound platform to dismantle preconceptions of good taste by gleefully disregarding the fundamental canons of style. The driving force of the 'art-dad' aesthetic, Gvasalia's Balenciaga has recalibrated the global psyche and called the very concept of 'cool' into question. A perennial Bismark of fashion, Demna's tenure at the helm of Balenciaga has rendered all which came before it all-but-obsolete, abolishing established style archetypes with a self-aware irony that has set the millennial market ablaze with desire.
Perhaps his greatest asset is Demna's ability to translate high-fashion ideas into unyieldingly covetable product. In particular, his translation of normcore fundamentals to scalding hot streetwear grails has caught the tides of change in global fashion; establishing Balenciaga as a successful outlier while its peers in the high-fashion arena scramble to switch gears and realise the desires of generation streetwear.
Balenciaga Pre-Fall 2018 will launch in-store at UrlfreezeShops later this year.
