Balenciaga presents the Souvenir Shop 2024 campaign, a series that explores the intersection of luxury fashion and iconic Parisian tourism. The project features a collection of oversized apparel, including graphic-heavy hoodies, button-down shirts, and layered ensembles adorned with city-specific motifs and heart graphics.
Captured by photographer Edouard Plongeon, the campaign transitions between urban outdoor locations along the River Seine and clean studio settings. The visual execution utilizes natural light to highlight the intricate prints and voluminous silhouettes of the garments. With fashion styling by Patrick Welde and hair by Natsumi Ebiko, the project leans into an editorial aesthetic characterized by a mix of location-based photography and minimalist composition, incorporating techniques such as analogue film and clean, desaturated color palettes.
