The campaign invites us to reflect on the habits to acquire a new year, while presenting key pieces from the Spring 25 collection along with exclusive pieces from this new line.
Filmed in environments that scream “home,” the visual narrative captures intimate moments through reflections in mirrors, as the protagonists prepare for their routine of life in a new year. All narrate in voiceovers reflections on fortune, hope and the importance of inherited traditions. It is a Balenciaga that, without abandoning its disruptive character, proposes an emotional pause, a connection between the tangible and the symbolic.
The New Year Series collection offers a selection of ready-to-wear garments designed for a functional and casual style. Featured pieces include denim hooded jackets, flannel shirts and a leather taxi-style jacket, as well as sweatshirts, sweatpants and T-shirts. Each garment is adorned with a Balenciaga monogram motif with a worn finish and frayed edges, a detail that adds texture and authenticity to the design. This interplay between polished and worn reflects the brand’s timeless sophistication and its ability to reinterpret luxury garments in today’s era.
Under the Lucca Lutzky creative direction, the campaign encapsulates the warm, aspirational atmosphere that defines this campaign. Domestic settings and mirrored moments create an intimate visual narrative, while the choice of figures such as Zhang Xiaofei and Yang Chaoyue reinforce the message of closeness and humanity.
The New Year Series is available at select Balenciaga stores worldwide and through its online platforms, including balenciaga.com and balenciaga.cn.
Did you know that Balenciaga is coming back to beauty industry this 2025?
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