Balenciaga Spring/Summer 1999 Invitation
“We have worked for Balenciaga with Nicholas Ghesquière, at the beginning of his career, we are from the same generation and were friends when he landed that position. At that time, the brand was almost totally forgotten and owners didn't have much budget to invest in advertising. The very first image we created together changed the path of the brand, a portrait of model Colette lying like a dead corpse with her eyes wide open, we called it “Resurrection”. It was only advertised in 9 magazines worldwide but had an enormous impact then.
For the invitation of the following show (Balenciaga Spring/Summer 1999 Invitation), we used an image of the empty bed, as if Colette had woken up from her eternal sleep and was to be found on the runway. We created a continuity and a new memory of the brand. With Nicholas Ghesquière, Inez and Vinoodh and Marie-Amélie Sauvé we created a brand new audience." - M/M (Paris)