Balenciaga

Apr 2025

For the High Summer 2025 ad campaign, Balenciaga masterfully channels the intersection of luxury fashion and coastal serenity. Captured through the lens of photographer Roe Ethridge, the project leans into a polished, editorial aesthetic that balances the brand’s signature architectural silhouettes with the relaxed atmosphere of a high-end resort. Across a series of striking visuals, the campaign juxtaposes heavy textures—such as faux fur coats and structured wool—against the bright, ephemeral backdrop of turquoise infinity pools and pristine sandy beaches. The execution relies heavily on natural light to highlight the intricate details of the collection, from the metallic hardware on the iconic Le City handbag to the reflective surfaces of modern eyewear. By utilizing cinematic framing and a minimalist approach to styling, the imagery feels both surreal and grounded, emphasizing a transition from day to night. Whether placing accessories like the 3XL sneaker on a white surfboard or documenting models in varied, high-fashion ensembles against vibrant sunset skies, the work maintains a cohesive identity. This campaign effectively bridges the gap between commercial product focus and evocative lifestyle storytelling, cementing Balenciaga’s ability to turn summer staples into high-fashion statements. The resulting visuals are clean, symmetrical, and unapologetically luxurious, defining a seasonal mood that feels both immediate and timeless.

Commercial

Natural light

Luxury Fashion Houses, Fashion