Balenciaga Revolts Against Big Data In New Web-Inspired Editorial

Like it or not, we're living in the Big Brother age. With the surge of George Orwell Nineteen Eighty-Four sales this year, largely in response to Trump's presidency, we have been reminded of the uneasy relevance of the dystopian future he portrayed all the way back in 1949. We're now living in the age of data analysis, psychological mapping and targeted advertising – those freak-out moments when after looking at takeaway options on our phone, our Facebook suddenly only wants to sell us pizza. We're being watched.

Inspired by the unwitting data profiling that we are all being subjected to, by digital debris and predictive psychometrics, Balenciaga has created a highly charged editorial, employing an “irony so nuanced it becomes a revolt against the algorithm.” Tailor-made for the digitally disenchanted, this is Balenciaga's break-the-internet uniform.

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Image source: Ssence.com