Fashion

The World Without Balloons

by James Rickman / Photography by Pamela Hanson / Styling by Adele Cany
Proenza Schouler

Did you know that planet Earth could permanently run out of helium in about 100 years, and that our national reserves could dry up in as few as five? Yes, numerous studies show that the element that floats our festive balloons and makes our voices hilariously high is vanishing into thin air. What next? New research on the plummeting global supply of puppies?

In a weird way, it's crises like this one that can make us take action. Empty aquifers and dwindling oil reserves can be unfathomable, but finding that the price of balloons for your kid's birthday party has risen to hundreds of dollars might just jolt you awake. Hence this story: we wanted to capture the innocent beauty of helium at play while evoking its fragility -- to make your heart sink in tandem with the balloons. In the near future, these images will take on a new connotation of luxury that has nothing to do with the fabulous fashion brands on display. Deflating, isn't it?

Givenchy



Saint Laurent by Heidi Slimane


Rodarte



Dolce & Gabbana


Miu Miu Coat, Calvin Klein top and skirt, Kenzo shoes



Kenzo bodysuit, Max Mara shoes


Christian Dior jumpsuit, Jason Wu shoes


Louis Vuitton



Valentino Dress, Salvatore Ferragamo shoes, Dsquared2 jumpsuit



Tom Ford coat, Marc Jacobs dress

Hair by Jennifer Yepez at the Wall Group using Kérastase, makeup by Vicky Steckel at Bryan Bantry, set design by Cooper Vasquez at the Wall Group; model: Charlotte Carey at Muse Model Management; producer: Gianina Jimenez; digital tech: Matthew Willkens; photographer assistant 1: Patrick Roxas; phographer assistant 2: Siggy Bodolai; photographer assistant 3: Kit Chaney; stylist assistants: Eunice Park and Maxine Whitney; fashion coordinator: Kelly Govekar

Subscribe to Get More