Under the creative direction of Demna Gvasalia, Balenciaga’s latest capsule collection, aptly titled ‘I Love Pets’, is a full-fledged tribute to rescue animals—and it’s the French label’s cutest collection yet.
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With Gvasalia always pushing the envelope, the collection’s accompanying campaign is inarguably one of the label’s most playful yet. Bringing the ‘graphic design is my passion’ meme to life, with deconstructed clip art and iconography reminiscent of the internet’s early days. The label even built a mini website for the occasion, taking its visitors on a trip back to the early 90s.
There, you’ll be able to shop the full collection, play animal-themed games, sort through a photo collection of rescued animals or submit your own.
The collection, which is made up of t-shirts, hoodies, bags, and jewelry, features intimate photo prints of rescued pets owned by Balenciaga employees and phrases like ‘I Love Cats,” “I Love Dogs,” “Meow,” and “Woof Woof.”
The label is set to donate ten percent of proceeds to French animal protection charity La Société Protectrice des Animeaux, one of the world’s oldest animal protection organizations.