Demna

The Challenge (spec):

Create a brand identity for Balenciaga Creative Director Demna Gvasalia’s own fashion line, one that stands out in a saturated luxury market.

Concept / Key Words:

“Reflecting Reality, Redefining Couture”
Experimental, Reflective, Provocative.

The Demna brand captures the designer’s provocative vision and belief that high fashion should reflect reality, rather than conventional aspirations.

Typography includes an extreme experimental logo as fluid as Demna’s designs, with the ability to take on 3D applications at the campaign level to support seasonal narratives.

The color palette is centered in black and white, while also featuring saturated accent colors often seen in his pieces.

This initial launch campaign utilizes AI generated models to capture the brand’s forward-thinking aesthetic, while referencing the irony of AI being our current “reality”.