Balenciaga slowly began to unveil their new campaign for SS18 Women via Instagram this week. Styled by long time collaborator and Vetements’ stylist Lotta Volkova, the campaign features models wearing the women SS18 collection whilst trying to elude the paparazzi. The images were shot by Agency Bestimage, the French equivalent of Getty images, which contained actually paparazzi photographers. “Hired security guards accompany models on their shopping trips, a further twist in the fashion meta-reality which frames the customer as the Balenciaga VIP” say the press notes. Not for the first time has Creative Director Demna Gvasalia explored this meta-reality with Balenciaga. For the Mens 2018 campaign, and again working alongside Lotta Volkova, Demna produced a series of ‘awkward family photos’ of real families (Balenciaga ‘Awkward Family Photos’). The paparazzi campaign is similar to Kanye West’s recent Yeezy season 6 campaign featuring Kim Kardashian, Paris Hilton & Amina Blue. All photographed similar papped situations, and, in a twist, now looks as though it could come under fire for breaching FTC laws which require influencers to disclose sponsored content.