Balenciaga and Yeezy were the last brand to “break the internet”. This weekend, Instagram post dedicated to their latest advertising campaign gained many likes and reposts, becoming the latest fashion talk all over the world.

The inspiration behind their ltest projects for spring-summer 2018 is basically the same, even if they work on it with a different touch. Paparazzis’ intrusiveness in celebrities lives is the leit motif of Balenciaga’s images, actually realized by a French agency and credited to the French wire, the Best Image agency. New collection’s key outits star in the photos, as well as angered top models such as Stella Tennant, that seems to scream: “No photos, please!”.

Paps stolen images style is also behind Yeezy, the brand created by Kanye West for Adidas Originals, Season 6 advertising campaign. Images went viral in a few hours, thanks to a very smart marketing idea: some Kim Kardashian clones, like her frenemy Paris Hilton, were spotted in Los Angeles wearing the latest pieces of the collection.

So much fun being a #KimClone in the new #YeezySeason6 campaign. 🔥

A post shared by Paris Hilton (@parishilton) on

Two campaigns that reached an enormous success and their images, actually, are not so different from the thousands celebrity streetstyle photographs we saw everyday on the internet. How may times did we see Kendall Jenner or Bella Hadid running from paparazzis in total Balenciaga ensembles? And What about Kim K, with her everyday Yeezy outfits that seem to be taken from the latest lookbook? In these stolen photographs, we immediately recognize their looks, as if they were created for an advertising campaigns. And actyually, who can’t say they’re not made for that?

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