Brief Monday Comparison: Art Vs Fashion Campaign |

There are fashion collections that immediately bring up to your mind connections with the art world, but, at times, also advertising campaigns can do the trick (think about the A/W 2014 Missoni campaign we looked at a while ago). This is the case, for example, with one image from the recently unveiled Balmain S/S 2015 campaign.

Shot by Mario Sorrenti and featuring a wire range of models, the campaign includes several images. In one of them models are "eating" burgers drowned in ketchup and French fries, clad in second skin dresses, trousers and bodices characterised by colourful lines.

Apparently inspired by '70s French cinema but according to Art Director Pascal Dangin, mimicking real life situations such as playing videogames, being involved in a car crash or in a brawl at a metro station (obviously, he has never witnessed dramatic life situations as posing languidly on top of a crashed car is not what you do when involved in a serious accident…), the colourful designs by Olivier Rousteing seem to point towards something else, suspended between Jim Lambie's adhesive tape installations (more successfully borrowed by Raf Simons in Jil Sander's S/S 2010 menswear collection) and Sol LeWitt's mesmerisingly graphic pieces.

Sex and power, embodied by the models, are supposed to prevail in this campaign, but, the more you look at it (View this photo), the more you feel Rousteing and his glamorous friends are maybe locked in a cold spaceship miles away from real people (and, above all, they are certainly not eating the food they are holding…) and what's worse for them is the fact that the vaguely arty connections can't even rescue them from their isolation.