Balenciaga, a brand known for its bombastic and irreverent approach to advertising, is doing something they’ve never tried before — minimalism. Launching today, their new “It’s Different” campaign sees Balenciaga focussing entirely on their pieces, celebrating the essence and iconic shapes of Balenciaga design. Simple, almost plain pictures of this season’s products are displayed in a publication format. In Balenciaga’s words, they are placing the pieces “in a context that evokes historical, heroic or otherwise transcendent objects.”

Of course, being Balenciaga, there has to be an injection of irreverence in there somewhere and this is brought by the taglines that accompany the shots. Slogans like “It’s different”, “No blabla” and “Probably not what you’re looking for” offer a juxtaposition that underlines the campaign’s minimalist approach. Even when working with a totally blank canvas, Balenciaga still manages to keep everything within the realm of their aesthetic.