There is something quite spectacular about the Balenciaga relationship with music. We were first made aware of this when Demna Gvasalia’s (designer and creative director of Balenciaga) husband, Loïk Gomez (BFRND) began composing all the soundtracks for the brand since 2017.
The fashion collections are rich in musical influence with BFRND’s ability to continuously put sound to Demna’s vision for the brand and the collections. It is a fashion soundtrack love story, where composer marries the sounds to the vision of Balenciaga’s seasonal looks.
Today we can announce that the duo have gone one step further in releasing a unique music collection video to BFRND’s new track that goes against the grain of fashion show by unveiling a new variety of formats for the brand to showcase their collections.
What makes it even more special is that it is a cover by BFRND of hit track, “Sunglasses at Night” (originally created by Corey Hart) to show off their pre-collection. We are immediately taken on a Parisian excursion at night of course to match the lyrics, where we see models strutting the streets and miming along to the track.
It was directed by legendary Walter A. Stern who is responsible for the epic 90’s music video portfolio from the likes of ‘Massive Attack,’ ‘The Prodigy,’ and our favourite ’The Verve.’ The ‘Bittersweet Symphony’ (1997) video is perhaps the most similar to this style of direction whereby Richard Ashcroft paces through a long stretch of London to serenade us with his lyrics.
BFRND’s video is perhaps the perfect way to show off the glamour and attitude that Balenciaga’s collection conveys, complete with a pair of sunnies for the journey.
It’s everything brands should be doing to extend the soundtrack from the catwalk. BFRND is a talent in his own right, every season is a major milestone for the 28 years old composer. From orchestral ensembles to thumping industrial scores passing by tribal techno and 160 beats per minute hardcore. Now his upcoming album, “Afterlife” will be one to listen out for.
