November 9, 2022
Deceptive in its tameness, a newspaper falls from the sky to start.
“Breaking News: 8th Wonder Revealed,” reads this edition of the brand’s fictitious “Balmain Press.”
The print’s lead photo becomes reality, per the video’s next few frames.
Brutalist in nature, light bounces off stark concrete structures as the camera pans across a calm set with anticipatory malaise, before the spot’s plot takes a space-aged twist.
Sepia tones and formula-filled screens preface the clip’s first Cher appearance. Seated upon a sedimentary throne, the star rises.
At first glance, a full-body suit appears innocuous. Quickly, with a new perspective, viewers realize the garment is supercharged, featuring fonts similar to those on the screens that surround her.
A revelatory perspective exposes a series of wires attached to her head. They disconnect as she sets out on her mission.
Suddenly, the audience is confronted with Cher’s sheer presence.
[caption id="attachment_361282" align="alignnone" width="465"] Cher sports a power stance before conjuring visible waves of electric energy. Image credit: Balmain[/caption]
“Some of us just have more imagination than others,” Cher says.
As the star’s first and only verbal contribution comes to fruition, so does a Blaze bag, before our very eyes. Like magic, its silhouette is constructed out of lighting-like slivers.
Cher reaches out to touch her new companion as the campaign video comes to a close.
“It” bag equation
With the Blaze, Mr. Rousteing hopes to introduce a new house code to a treasure trove of Balmain archives, as have many a creative director in attempts to strike gold with the creation of luxury’s latest “it” bag.
Mr. Rousteing’s made-in-Italy calfskin addition features a removable leather strap and gold hardware.
Throughout the clip, Cher wears the line’s starting clutch size. Balmain offers one other option just a few inches larger.
Besides black and white colorways in smooth leather or croc-embossing, a metallic option with embroidered satin and pink accents seals the drop. A large house emblem marks its center.
Prices for the trapezoidal crossbody range from $2,450 to $3,495.
Balmain brings viewers behind the scenes of the production process for its Blaze bag