BFRND, Demna's musical persona for the past decade, has made a fresh start under the name loki, joining Gucci as its new music director. BFRND, once synonymous with Balenciaga's industrial noise, is now loki. It marks a complete reinvention. For Gucci's SS27 collection, 'The Store Show', he boldly left his former sound behind and focused instead on building a new, distinct musical identity for the house.
The soundtrack for the show offered a glimpse into loki's transformed sonic world. In keeping with the show's unique split between menswear and womenswear, he composed two entirely different tracks. A playful 'Bossa Nova' accompanied the men's looks, echoing Demna's aesthetic, while a sensual 'Tango' underscored the women's looks, recalling the Tom Ford era. The stark genre divide between the two tracks served as a declaration: loki is no longer tethered to the Balenciaga sound.
Demna's Gucci is still finding its identity, and so is loki. He is leaving behind the familiar language of Balenciaga to write a new sonic chapter of his own. From his name to his musical style, loki has reinvented everything, now listening through Gucci's ears alone.
loki's next move will be revealed in the soundtrack for Gucci's next collection. Do you agree with the transformation from BFRND to loki?
The soundtrack for the show offered a glimpse into loki's transformed sonic world. In keeping with the show's unique split between menswear and womenswear, he composed two entirely different tracks. A playful 'Bossa Nova' accompanied the men's looks, echoing Demna's aesthetic, while a sensual 'Tango' underscored the women's looks, recalling the Tom Ford era. The stark genre divide between the two tracks served as a declaration: loki is no longer tethered to the Balenciaga sound.
Demna's Gucci is still finding its identity, and so is loki. He is leaving behind the familiar language of Balenciaga to write a new sonic chapter of his own. From his name to his musical style, loki has reinvented everything, now listening through Gucci's ears alone.
loki's next move will be revealed in the soundtrack for Gucci's next collection. Do you agree with the transformation from BFRND to loki?
FAQ
Who is loki and what is his relationship with Gucci?
loki is a music director who spent a decade as Demna's musical persona under the name BFRND. He rebranded as loki for Gucci's SS27 collection and joined the house as its official music director.
What tracks were featured in the Gucci SS27 'The Store Show' soundtrack?
The menswear segment featured a playful bossa nova, while the womenswear showcased a sensual tango reminiscent of the Tom Ford era. loki composed two distinct genre tracks to match the show's separate men's and women's presentations.
What's the difference between BFRND's and loki's musical styles?
While BFRND embodied Balenciaga's industrial noise aesthetic, loki focuses on building Gucci's unique musical identity. The transformation is marked by a bold departure from his previous sound, completely reinvented through genres like bossa nova and tango.
