53 lines
2.3 KiB
Markdown
53 lines
2.3 KiB
Markdown
# balenciaga-post-2017 — Balenciaga (post-Demna era)
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- **School**: Brutalist / Raw
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- **Vibe**: Default browser styling weaponized, Helvetica at absurd scale, anti-luxury luxury
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- **Best for**: Fashion / counter-culture / fragrance brands, "we're too cool to design this" positioning
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- **Touchstone**: balenciaga.com (any 2018+ snapshot via Wayback), Vetements campaigns, post-2017 luxury anti-design
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**Palette**
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- Ink: `#000000`
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- Ground: `#FFFFFF`
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- One muted off-white surface: `#F5F4F0`
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- No color. None. If a color appears it's in a single photograph and never as a UI element.
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**Typography**
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- Display & body: Helvetica or Arial — all weights, all sizes, *only this one family*
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- Headlines often set in all-caps at hero scale (140px+)
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- Body type small — 11–13px
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- Mixing weight is fine; mixing family is not
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**Spacing**: 8 / 16 / 24 / 40 — restrained, but not luxurious-spacious; more "we didn't bother to soften it"
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**Radius**: 0
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**Shadow**: none
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**Motion**: none — pages don't animate. Hover at most changes underline.
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**Signature moves**
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- All-caps Helvetica headlines at extreme scale, tightly tracked, often left-aligned hard against the page edge
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- Product photography is editorial / fashion-style — model + product, harsh lighting, awkward poses; never the smiling-stock-model pattern
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- Navigation is plain text links, sometimes just a vertical list at the top of the page
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- Captions and metadata stripped to minimum (model name, designer, location)
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- No buttons styled as buttons — CTAs are underlined text links
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**Avoid**
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- Any font other than Helvetica / Arial
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- Color
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- Polished UI affordances (rounded buttons, drop shadows, hover effects)
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- Decorative anything
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**AI prompt seed**
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> Fashion editorial photograph, single model against a plain off-white #F5F4F0 backdrop, harsh direct flash, awkward static pose, deadpan expression, 4:5.
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**Don't use when**
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- The brand has no fashion / counter-culture claim — recipe will read as cosplay
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- The audience expects to be "sold to" — Balenciaga's recipe ignores the audience on purpose
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- Conversion is critical — this recipe converts the in-group, not the casual visitor
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---
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> **Same school — Brutalist / Raw**: [`are-na`](./are-na.md) · [`bloomberg-businessweek-turley`](./bloomberg-businessweek-turley.md)
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> **Browse all 25 recipes**: [INDEX.md](./INDEX.md)
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