It's a new era for luxury house Balenciaga - one that's never been more apparent than now. One look at the newly revealed A/W '16 campaign and you can see creative director Demna Gvasalia's DNA all over it. From the couture-meets-streetwear styling to the gritty setting and no-name model portraits, it's a completely new direction for Balenciaga, especially when viewed in comparison to Alexander Wang'slast campaign for the brand.

See Demna Gvasalia’s first campaign for Balenciaga

If you can recall, Balenciaga's S/S '16 campaign (Wang's swan song as creative director) featured Zoë Kravitz and Anna Ewers reclining on a pretty chaise lounge wearing dishevelled white dresses and deconstructed corsets. In other words: poles apart from the current mood of Gvasalia's Balenciaga. Judging from the exaggerated shapes and play on proportion of Balenciaga's A/W '16 women's show and S/S '16 men's show the campaign images are a accurate reflection of the label's new aesthetic.  

See Demna Gvasalia’s first campaign for BalenciagaSee Demna Gvasalia’s first campaign for Balenciaga