«What is luxury? What is fashion and why does it continue to be relevant? For whom do I do what I do? Is fashion enough? In a hypersaturated world of content, will anything ever be enough? What is enough?» Luxury is associated, by definition, with what is rare, with something that will not always be available. But it is creativity that really seems to be rare and "finished" right now. And I think creativity has become a new form of luxury»

These are the words that open the Balenciaga show, heard through an audio note of the creative director Demna Gvasalia, in which he reflects and leads to reflect who listens, on his work and on the fashion world, without necessarily giving answers.

The baroque location, Les Invalides in Paris, is covered by screens in which videos of natural landscapes and scenarios of large cities are transmitted, thus alternating real and artificial creating an infinite scrolling, classic of social media.

The labels still attached to the clothes, the layering of the clothes and the transparent adhesive tape in some looks, make us fully understand the criticism of consumerism that this collection wants to represent.

To open the show are evening dresses entirely sprinkled with sequins and long furs. Bags and backpacks are transformed into midi clothes that wrap around the body as trench coats are transformed into clothes. The dustbags of the bags become tops and mini skirts.

Demna explains that this collection is a journey in aesthetics that has guided its evolution in fashion in the last 10 years, that’s why on the catwalk parade all the identification codes of the years 2000.

Models chewed on chewing gum, bows on the neckline, lace stockings, t-shirts with 'Keep calm and wears this Balenciaga swater' or 'Ciao Bello', plastic headbands, choker with pendants and colorful name tags.

For each participant in the show, the Balenciaga team has sent you objects carefully chosen on Ebay. Among them were porcelain objects, silver services, rare copies of Vogue, glass animals, scarves and vintage items. In Kim Kardashian’s package, Sade’s album, Diamond Life.

Demna leads us to reflect on the consumer society and on unnecessary accumulations.

Consumerism makes having prevail over our being, thus losing sight of our identity.  This show reflects on the right balance between real and unnecessary needs and exposing the damage that this brings.