Balenciaga’s Summer 24 Campaign: Where Fashion Becomes Fine Art

Balenciaga launched its highly anticipated Summer 24 Collection campaign, engaging viewers with a combination of still and moving portraits. This innovative series serves as a reflection of Demna Gvasalia’s unique world, spotlighting the diverse identities within his community, which include his family and close friends. Among the talents showcased are Ella, Demna’s mother; his husband, the musician BFRND; esteemed figures such as his former professor Linda Loppa; as well as renowned personalities like artist Eliza Douglas, actress Renata Litvinova, and friend of the House Krish Ghai. Additionally, the campaign features repeat Balenciaga runway models, adding a touch of familiarity and continuity to the narrative.

 

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Every portrait featured in the campaign is carefully composed against a backdrop featuring accurately proportioned images evocative of the opulent interiors found in grand mansions. This juxtaposition blurs the line between the three-dimensional individuals and the two-dimensional spaces they inhabit, inviting viewers to ponder the notions of luxury that these opulent settings convey. Complementing the still portraits is a series of dynamic videos, where the illusion of depth is dismantled through cleverly choreographed movements or the removal of the backdrop, revealing the contrasting perspectives between model and environment.

Throughout the campaign, the visual exploration of architectural flatness harmonizes with the multidimensional depth of the Summer 24 Collection. From hybrid ready-to-wear pieces to fluid tailoring and intricately designed accessories with trompe l’oeil elements, each ensemble reflects Balenciaga’s signature blend of innovation and sophistication. This synergy between fashion and setting amplifies the campaign’s impact, reinforcing the brand’s commitment to pushing creative boundaries.

Capturing these captivating moments is the acclaimed fine art photographer Jitka Hanzlová, renowned for her ability to weave a visual narrative that explores  themes of sensitivity, identity, and belonging.

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