A story of connection.
The new Autumn Winter 2020 collection campaign film by Balenciaga aptly titled Live to Love is a welcome moment of respite amongst the world’s many ground-hog days and darker times.
The campaign was filmed in Berlin in January earlier this year by Maurus vom Scheidt – a director who is primarily known for his commercial work with international non-fashion brands. The Balenciaga Autumn Winter 20 collection is a celebration of contemporary life. From the conversations, the activities, and the objects that can offer us feelings of comfort and confidence, wherever we are.
The film itself is a series of heartwarming vignettes and a buildup of emotional music that conjures the almost teary-like internal-stomach feels of the Love Actually airport montages. If you know you know.
We follow several stories of real connection between people from all walks of life in several familiar scenarios. The film highlights those ever-important moments and the smallest of gestures that have the ability to make a huge difference in a person’s day, or even their life. From delicate dancing with your significant other, to reconnecting with a family member, buying a coffee for a classmate, providing much-needed comfort for a loved one, meeting a new friend or even an act of kindness to a stranger.
The campaign showcases and accentuates Balenciaga’s latest offering from ready-to wear and ideal accessories. We see statement jewellery in the form of logo pieces and vintage-inspired earrings. From easy-to-wear zip jackets and puffer jackets, oversized tees, boxy button shirts, mini check skirts and layered dresses. The bags were also a hero in the form of the sleek Ghost bag and Hourglass bag, not to mention the iconic mule shoes and much more.
You can watch the uplifting Live to Love campaign film below and I dare you not to feel something. Anything.