Balenciaga brings conceptual art to YouTube

Ever find yourself in a YouTube vortex – staring at a hypnotic loop for hours?  Same.  Well, that experience is about to get a whole lot more surreal, and stylish, with the arrival of Balenciaga Loops.

Recently launched on the platform – the series is latest in Demna Gvasalia and the fashion houses’ experiments in creating immersive audio-visual experiences.

Each loop is a collaboration with a visual artist, presenting unique artwork and animations that are inspired by looks from the newest collection, all set to a soundtrack curated by Rinse France.

Created around moods – from work out, to pre-party to post-breakup – the series so far presents pieces with two intriguing artists.

Berlin-based illustrator Max Guther has created a hyperreal brutalist bathroom scene featuring an iconic look from the SS19 collection that channels ‘pre-party’.

Known for his strikingly detailed digital universes  – Dutch artist Max de Waard’s piece features the Track sneakers within a neon-hued, crazily cluttered office scene, scored with a techno mix.

Is this the future of the fashion show?