“What seems truly rare and finite right now is actually creativity itself,” Demna said backstage at his autumn-winter 2024 Balenciaga show. “I believe that creativity has secretly become a new form of luxury.” As a big admirer of Demna’s work, however, I must admit I found the creativity part missing this season. The collection felt like AI-generated line-up of the designer’s now-trademark style codes, with plenty, plenty of references to Martin Margiela. Of course, it’s not the first time when Demna goes Margiela, but this time I found it quite redundant. Taped clothes, deconstructed dresses patchworked from other garments, square-legged boots, denim pants worn as tops… the list goes on and on. This season’s Balenciaga tribe – gum-chewing, septum-ringed, eyes wrapped in futuristic silicone masks – marched headlong through a digital AI–aided visual cacophony playing on hundreds of wall and floor screens. “Photoshopped into the fake reality, into basically the overload of content that is killing our society, in a way. You know, like TikTok videos,” the designer said of the immersive experience. It did say a lot for the human brain that there could be any attention spared for the clothes at all. Well. I felt absolutely exhausted somewhere mid-show. But maybe it’s the fashion month that hits hard especially during the last days of Paris Fashion Week.

Collage by Edward Kanarecki.
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