Demna Gvasalia Turns Balenciaga’s Paris Runway Into a Dark Reality TV Show
When designer Demna Gvasalia opens a show, you’d expect glittering gowns and shoulder‑broad jackets, not a haunted hallway. But the Georgia‑born genius let his past nightmares run the show—and the audience had to buckle up for the ride.
Setting the Scene
The Balenciaga Paris Fashion Week’s opening was nothing short of cinematic. Models—shaped like statues in square‑shouldered jackets and deadly skinny mini dresses—strolled through a curved tunnel of floor‑to‑ceiling LED screens. These weren’t just lights; they formed a mirrored maze that made even the most seasoned fashionistas feel like they’d stumbled into a goth dream.
Who’s Behind the Dark Tapestry?
Canadian artist John Rafman, famous for dissecting tech’s effects on our minds, helmed the video. The film opens with the dreaded “blue screen of death,” and it’s a sudden jolt that sends a chill down your spine. Rafman’s style? Think glitch art meets psychological thriller.
“The Show Is My Soul on Display”
Gvasalia poured his heart out to AFP, saying, “I’m using this show to reveal everything that has troubled me in my past. Look what’s happening around us. My work is the mirror of my soul.” The designer doesn’t shy away from his demons; instead, he flips them into couture.
From Luxury to Hilariously Clubby
Gvasalia’s fame skyrocketed with the “Ikea” bag—yes, that’s a $2,000 leather upgrade of the 99‑cent classic. The “poverty chic” aesthetic he popularized has become so contagious that everyone’s trying to copy it. He’s the enfant terrible of Paris fashion: rebellious, brilliant, and occasionally a bit devilish.
Key Takeaways
- Balenciaga’s runway turned into a mirrored LED tunnel, blurring the line between fashion and a spooky film set.
- John Rafman’s “blue screen of death” shock value played upon viewers’ nerves.
- Gvasalia’s open admission that his show reflects his personal turmoil adds authenticity.
- The designer’s “Ikea” bag proves that luxury can be cheeky and budget‑friendly.
In sum, Demna Gvasalia didn’t just showcase clothes this week—he showcased a piece of his soul, a slice of his haunted past, and a new chapter for Balenciaga that feels like the best horror movie you could attend at a fashion show.
From Mountain Trek‑to‑Catwalk: The Remarkable Journey of Gvasalia
bGvasalia—yes, that’s the name of the designer whose face has become a household term in fashion circles—was born in the sleepy coastal town of Sukhumi, nestled in Abkhazia, then a part of the Soviet Union.
But the boy who grew up there didn’t stay. In the 1990s, after the USSR dissolved, ethnic tension surged. The family of little Gvasalia had to flee the dangerous waters of the Caucasus, moving sideways with his mom and grandma. Imagine a group of three, hustling through the mountains, foraging cattle, and even selling a rifle to get what they needed. That humble AK47 ended up in the hands of a stranger, and it was deep‑pitched, not for conflict but for survival.
They pressed on, leaving car keys at the foot of the road, and with a horse pulling their grandmother’s weight crossed borders—Germany via Ukraine and Russia. The family finally found a stable in Germany.
In a twist of fate, Gvasalia studied finance first. But the glamour of textiles pulled him away from the spreadsheets. He trained at the Antwerp Academy of Fine Arts, and later launched Vetements, a brand that carved out a post‑Soviet grunge vibe. “We put money in the suitcase, but we actually think for the sake of what people will want,” he says, underscoring that fashion is as much math as it is art.
Balenciaga Bringing the Eighties Back
When Gvasalia revamped Balenciaga for spring‑summer 2019, he leaned into a retro‑revolution. Think of a shirt jacket—yes, a jacket that doubles as a shirt—paired with fluid, oversized pants. Shoulder cuts that bounce off the ribs like a submarine hull, or as big as a chicken’s wing. It’s the kind of wardrobe that makes someone say, “I’ve never seen anything so cheekily nostalgic.
Tech‑Infused Tailoring for the Modern Rebel
Excitement continues, but not just in patterns. The house now uses 3D scanning and printing to redesign coats and jackets for both men and women. Gvasalia’s message: “We are built for people who don’t vibe with the aloof world of Bond Street or the stiff lanes of Savile Row.” He believes that today’s fashion world has it all in love with elegance—he wants to redefine it.
Why “lavish romance” matters again
Honestly, he says that elegance and glamour are almost taboo in the current market. In this context he wants to reimagine them by putting a few, little‑but‑critical pieces in the shed of the modern day. That’s the dream he sells as a designer: chic meets irreverence, old school vibes meet new tech, fortune meets freedom.
