One thing we loved Colette for — yes, the now defunct hip multi-label store — was its online playlist on their website. It was groovy, dancey, and always put us in the mood at any house party or when we’re on set at a fashion shoot.
Now Balenciaga is doing something similar with its own curated song mixes, which are streamed via Youtube. Riffing on the idea of video music playlists that have mushroomed all over Youtube, this new outlet called Balenciaga Loops features a new mix and video animation each month that lasts about 35 minutes.
Each mix features, like its name suggests, a looping animation by an artist that accompanies a curation of songs by online radio station Rinse France. The first loop combines the work of Berlin-based illustrator Max Guther, who is known for his 3D art that captures everyday moments. For Balenciaga, Guther features a woman dressed in a Spring/Summer 2019 look blowing her hair with a hairdryer.
Meanwhile, the second mix features an animation of the Dutchman Max de Waard in a messed up bedroom and the brand’s Track sneakers in the scene. You’ve got to play a little Where’s Wally? to spot the latter, but that’s the whole point.