BALENCIAGA PARIS 10, AVENUE GEORGE V
Katie Chubb N0483568
The delicate black, silk and lace dress that Gainsbourg wears could be seen as provocative it’s length and cut out side panels are also quite “sexy” in nature. This is juxtaposed to her bare feet that denote comfort, innocence and purity, which is almost virginal.
Here lies a pure bottle sans engraving, decoration or adornments. It is a pale, amber colour liquid, and what lies within is reminiscent of fresh nectar that has been trapped. Balenciaga Paris is encased in a bottle like no other, created from blown glass; one feels a part of an arbitrary process allowing for a product that is unique and precious. The bottle features both angles and curves, alluding to a woman’s silhouette, which is often a key inspiration within the brand. It seems to encapsulate the current brand tone and display the Balenciaga style. The globe shape lid resembles cracked marble initiating the Mediterranean connotations within this advert. I am first going to discuss the image on the right, featuring actress and face of the fragrance, Charlotte Gainsbourg. She is sat upon tiles that came from the original Balenciaga shop, this not only adds a glimpse into the brands heritage, but also gives the setting a tranquil Mediterranean feel. Looking directly at the viewer of the image with no palpable expression, Gainsbourg becomes a dominating element across the double page. Her voluntary pose and innocent gaze imply she is strong yet sensitive. In my opinion, she does not represent the true spirit of the brand; she is too ethereal and lacks strength of mind and form, which contradicts founder Cristobal Balenciaga who
stood for edgy and self-assured beauty. She is the muse of Nicolas Ghesquière, the creative director for the company. When this advert was launched in 2010 the fragrance was created with her in mind. Balenciaga had a love for a slightly hunched back, and so he cut all the collars of his jackets several centimetres away from the neck in order to create the illusion that the feminine silhouette was bent. Balenciaga also instructed his models to hold their head forward, their hips out, and to never smile or make eye contact with anyone. These things are not reflected, in fact contradicted within this image. The image is trying to convey a vintage and heritage ambiance and so I feel that neglecting the values of the founder controverts this. For this reason I feel there has been poor choreography and casting choices in terms of portraying original brand values.
Moving to the left hand side of the image and the objects included within the still life ensemble. I immediately think of the still life photographer Irving Penn for a number of reasons. The obvious reason being it is a still life image, a carefully selected and put together arrangement of objects that contrast in texture There is more contrasting elements displayed within the and connote a message relating to the product (which is double page advert. Charlotte Gainsbourg personifies also featured). and exposes all contradictions. Shy yet present, delicate and certain, luminous and subtle. Although he was best known for his fashion photography, Penn created still life images that have an This is the kind of woman that I think that the perfume affinity with the still life masters from Europe. is aimed at; someone at an age in her life when she is confident within herself yet refined and considered. John Szarkowski They want to target someone who appreciates travel, art commented, “Penn and culture. The advert combines the three and hopes has been one of to engage interest and desire for the fragrance. I found photography’s this perfume advert in the march 2010 edition of Vogue conspicuous innovators Magazine. It was over a double page spread- this allows and distinguished for a longer lasting brand image. The women who read performers in at least Vogue are seen to have more disposable income and so two of the medium’s can afford to indulge on a more expensive fragrance. oldest and most successful genres: still 10 Avenue George V was Cristóbal Balenciaga’s Paris life and portraiture.” couture house. It opened in 1937 after the Spanish Civil War forced him to close his salons in Spain. I feel that The items look the advert as a whole is referencing the Mediterranean intimate and it is as despite having “Paris” as the name of the fragrance. though the woman has The advert is making references to the past through placed them together. There are some silver cubes that this advert and the bottle is reminiscent of the vintage resemble those seen in Penn’s still life photographs. I fragrances by Balenciaga, giving the impression that the feel they subtly pay homage to the late photographer fragrance has always been available. who photographed many models, (including his wife Lisa Fonssagrives) wearing Balenciaga featured in Vogue.
Much like everything else associated with Balenciaga himself, there is soberness about the image that approaches the Biblical, it expresses a language of Heaven and Hell simultaneously, and never wavers to either side. This is shown through another prominent component of the still life, the sand timer. Since the 14th Century, the hourglass has been used as a visual tool to represent the present, being caught between the past and future. Furthermore it has implications of Heaven and Hell.
Much like everything else associated with Balenciaga himself, there is soberness about the image that approaches the Biblical, it expresses a language of Heaven and Hell simultaneously, and never wavers to either side. This is shown through another prominent component of the still life, the sand timer. Since the 14th Century, the hourglass has been used as a visual tool to represent the present, being caught between the past and future. Furthermore it has implications of Heaven and Hell.
REFFERENCES Hourglass22 March 2014, 2014-last update. Available: http://en.wikipedia.org/wiki/Hourglass [23 March 2014, 2014].
The object portrays the notion that human existence is fleeting, this could emphasise urgency, a need for the consumer to obtain the product as the time runs out. In addition to this I feel that there is reference to “La Fuite des Heures” (Fleeting Moment) the second fragrance by Balenciaga which was launched in 1949 after the debut Le Dix.
The object portrays the notion that human existence is fleeting, this could emphasise urgency, a need for the consumer to obtain the product as the time runs out. In addition to this I feel that there is reference to “La Fuite des Heures” (Fleeting Moment) the second fragrance by Balenciaga which was launched in 1949 after the debut Le Dix.
BALENCIAGA, 2013-last update, Heritage. Available: http://www.balenciaga.com/experience/us/heritage/30s/ [25 March, 2014].
Symbolic meaning of Water lily Flowers8 September, 2012-last update [Homepage of E Water Plant], [Online]. Available: http://www.ewaterplant.com/water-lily/category/meaning-of-waterlily-flowers/ [22 March, 2014]. LUSH Magazine: Interview with Nocolas Ghesquiere and Charlotte Gainsbourg. 2010. https://www.youtube.com/ watch?v=FKVB0aO0x1Y: . BALECIAGA, 2010. Balenciaga Paris - épisode 1 : “The Encounter”. https://www.youtube.com/watch?v=ykpH_cnrJf8: .
LARKWORTHY JANE, February, 2010-last update, Charlotte Gainsbourg: Flower Girl. Available: http://www.wmagazine. com/beauty/2010/02/balenciaga/ [19th March, 2014]. PENN, I., 2001. Still Life. Little, Brown and Company. THE IRVING PENN FOUNDATION, 2014-last update, IRVING PENN-Still Life. Available: http://www.hamiltonsgallery. com/ [25 March, 2014]. IMAGES- In order of appearence THE VOGUE ARCHIVE, 2010. Advertisement: Balenciaga (Balenciaga). 200(3), pp. 204-205. http://www.balenciaga.com/experience/us/heritage/30s/ [23 March 2014, 2014]. http://www.fragrantica.com/perfume/Cristobal-Balenciaga/La-Fuite-des-Heures-Fleeting-Moment--14434.html [23 March 2014, 2014] http://www.vogue.com/vogue-daily/article/masters-of-the-house-a-look-back-at-balenciaga-in-vogue/#1 [23 March 2014, 2014] http://www.hamiltonsgallery.com/custom_images/1000x800/usr/images/artworks/main_image/9607/blast-1980-.jpg, http://www.hamiltonsgallery.com/artists/27-Irving-Penn/series/still-life/ [23 March 2014, 2014]. Andrew H. Walker : Atmosphere during the Balenciaga Fragrance Launch at L&M Gallery (November 11, 2009) [23 March 2014, 2014].