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Cardi B is the new face of Balenciaga

A big billboard of the new campaign starring the singer has appeared in Paris

Cardi B is the new face of Balenciaga A big billboard of the new campaign starring the singer has appeared in Paris

Two years after she declared her love for those boots "that look like socks" in her smash hit I Like It, Cardi B has become the new testimonial of Balenciaga. The announcement came from the star's Instagram profile, who commented on the appearance of a campaign billboard in front of the Louvre in Paris with these words:

Ya lookin at the face of a @Balenciaga campaign! I remember how I felt seeing myself on a billboard in NYC Times Square but PARIS! Wish I was there to see it in person!

In the shot, taken by the same singer in Los Angeles during the lockdown, Cardi B, wearing a black catsuit-dress, is lying on a verdant lawn, among yellow toys (which could belong to her two-year-old daughter Kulture) and one of the new Neo Classic bags.

Although she is a regular guest on the front rows of fashion shows, this is Cardi B's first ever advertising campaign for a luxury fashion house, but it also marks a small revolution in the brand's style. Since Demna Gvasalia became creative director of the Maison, Balenciaga's advertising campaigns have explored cyber-glossy references to Georgian society, digital culture and the 1990s that are part of the designer's cultural background with a meme like alternative style. As the company itself admitted to WWD, the collaboration with the star of WAP is quite atypical:

By removing some steps in a typical campaign production, a contemporary way of creating fashion imagery is brought to life, bridging the gap between fantasy and experience," read a statement.

Is this the beginning of a new era for communication and aesthetics of Gvasalia at Balenciaga?