Days after Fashion Glamour reported about the looming arrival of Kristen Stewart’s campaign for Balenciaga’s new fragrance Florabotanica, the label has finally quieted down the high anticipation with the campaign image’s release. Like a reflection of Stewart’s edgy and unconventional fashion taste, the campaign was a burst of colorful and abstract quirkiness.
Photographed by Steven Meisel, Stewart is captured wearing a sculptured dress from the Balenciaga archives, which also resembles the dress Jennifer Conelly wore when she fronted the brand’s Fall 2009 campaign. Standing beside a life-size replica of the Florabotanica flacon, Stewart is swarmed by a sea of 3D metal sculptures that look like deconstructed flowers.
Speaking about what went down in the shoot, Stewart narrates, “When I first stood there, I was like, ‘OK, do you want me to show the curves of the dress? Do you want me to stand like this? Like that?’ And they were like, ‘Just be comfortable.’” Indeed, the raven-haired beauty’s signature stance is front and center in the campaign, as she stands straight-legged and looking slightly apathetic with her hands in her pockets.
Although the image is a stark departure from today’s standard of beauty and fragrance campaigns, it seems only fitting since Nicholas Ghesquière’s latest perfume has hints of scientific inspirations. The flacon, for instance, is far from being soft and dainty with its boxy and contemporary design.
While many were thrilled to hear about Stewart’s high-fashion beauty gig, fans were also quick to lash out their dissatisfaction with how the campaign turned out. Critics were quick to point out that the overly decorated set took attention away from what’s supposed to be emphasized—the fragrance.