BALENCIAGA - Live to Love

Balenciaga’s Fall 2020 campaign unfolded not as a conventional fashion film but as a quiet cinematic gesture. Directed by Maurus vom Scheidt, the project titled Live to Love approached the collection through atmosphere rather than spectacle. Clothing appears almost incidentally, worn by bodies moving through intimate moments, pauses, and shared glances. The film resists explanation, inviting the viewer to feel before understanding.

Set against understated interiors and muted urban spaces, the film focuses on closeness and vulnerability. Couples, friends, and solitary figures exist in small fragments of time, connected less by narrative than by mood. The absence of dialogue places weight on physical presence, light, and music, allowing garments to merge into lived experience rather than stand apart as objects of display. The result feels closer to short cinema than advertising.

Within Balenciaga’s broader Fall 2020 vision, Live to Love functioned as a statement of intent. It framed the collection as something meant to be inhabited, not staged. Oversized coats, layered silhouettes, and familiar street elements appear natural, almost unstyled, reinforcing a sense of realism. Released just before a global moment of isolation, the film now reads as quietly prescient, a meditation on togetherness, distance, and the emotional charge of simply being near another person.