<!-- canonical: https://www.trendhunter.com/trends/balenciaga-ss18 -->
<!-- robots: noindex -->

# Distorted High-Fashion Ads
The Balenciaga SS18 Campaign Boasts Surreal, Contorted Graphics

By Laura McQuarrie | Published 2018-04-05 | Fashion
Source: Trend Hunter, https://www.trendhunter.com/trends/balenciaga-ss18
References: [designtaxi](http://designtaxi.com/news/399054/Balenciaga-Takes-A-Surrealist-Approach-With-Trippy-Visuals-In-Its-New-Campaign/) & [instagram](https://www.instagram.com/p/Bg6DMLxldzU/?taken-by=balenciaga)

For the [Balenciaga](https://www.trendhunter.com/trends/winter-2025-campaign) SS18 fashion campaign, the luxury fashion house opted to release a variety of visuals in a distorted style.

The photos shared on social media by the brand include ones that are oddly stretched, warped and blurred, creating an unclear view of some of the new designer styles—as well as a sense of mystery surrounding the products and styled outfits. The images shared to [Instagram](https://www.trendhunter.com/trends/adizero-evo-sl-gsnk) by Balenciaga are accompanied only by a description that reads either "Women Spring Summer 18" or "Men Spring Summer 18," which only adds to the intrigue of each presented style.

For its previously released campaign, Balenciaga opted to share a series of candid images inspired by paparazzi shots, with models covering their faces.

Image Credit: [Sophie Delaporte](http://www.sophiedelaporte.com/)

## Trend Insights (Trend Hunter)

- Score: 1.9/10
- Popularity: 34% | Activity: 15% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Millennial, Gen X
- Top markets: North America

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion)

## Key Themes

### Key Themes Behind This Trend

- **Distorted Visual Advertising:** Opportunity for brands to create attention-grabbing, mysterious campaigns by distorting visuals.
- **Unclear Fashion Marketing:** Chance to generate curiosity and intrigue by showcasing fashion in a blurred and distorted manner.
- **Minimalistic Descriptions:** Possibility to enhance the allure of fashion products by using minimalistic descriptions that leave room for interpretation.

### Where This Applies

- **Luxury Fashion:** Disruptive innovation opportunity to transform traditional high-fashion advertising through distorted visuals and minimalistic descriptions.
- **Graphic Design:** Opportunity to explore creative techniques in manipulating visuals to create distorted and attention-grabbing graphics for marketing campaigns.
- **Social Media Marketing:** Potential for brands to leverage social media platforms like Instagram to showcase distorted and intriguing fashion visuals that captivate the target audience.

## Related on Trend Hunter

- [Star-Studded Fashion Collections](https://www.trendhunter.com/trends/winter-2025-campaign.md)
- [GenAI Fashion Campaigns](https://www.trendhunter.com/trends/desigual-x-neural-fashion.md)
- [Authentic Fashion House Campaigns](https://www.trendhunter.com/trends/springsummer-2024.md)
- [Contemporary Fashion Retrospectives](https://www.trendhunter.com/trends/balenciaga-by-demna.md)
- [Technical Luxury Outerwear](https://www.trendhunter.com/trends/balenciaga-skiwear-2025.md)
- [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md)
- [Archetypal Fashion Debuts](https://www.trendhunter.com/trends/la-famiglia-collection.md)
- [Dynamic Fashion-Forward Basketball Shoes](https://www.trendhunter.com/trends/basketball-sneaker-1.md)
- [Luxe Slope-Ready Fashion Capsule](https://www.trendhunter.com/trends/skiwear-collection.md)