The Maison‘s latest campaign is an exercise in manufactured nostalgia that evokes hyper-aesthetic scenes of the artificial coast.
Roe Ethridge has been in charge of capturing the essence of ‘High Summer 2025’, a proposal where the codes of luxury are reinterpreted through the unmistakable prism of Balenciaga: perfect suns, impossible swimming pools, pixelated seas and still lifes that seem to be taken from a 3D rendered dream.
The visual imagery borrows the language of the five-star hotel magazines of the 1990s, which sold the promise of total escapism with a key slogan, a perfect tan and a cocktail with an umbrella. And Balenciaga gives it a new meaning: he turns this paradise lost into a paradise glitched where irony and luxury coexist in perfect harmony – as usual.
Sonja, Estelle, Claudia, Liz, Simon and Bai star in this surrealist getaway in looks that cross between functional and provocative: minimal knit dresses, bikinis with BB buckles, a velvet bustier that flirts with kitsch and couture… As well as key pieces such as the Stola bathrobe, the Oversized Boxy coat and the calfskin sandals designed in collaboration with Scholl.
The star accessory is none other than Le City Basket, the updated version of the original option now in woven raffia and lambskin. It is joined by the Le City Bag in khaki canvas and a washed denim iteration, the Ski Mask glasses and the Biarritz Tote in black.
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