Balenciaga

Nov 2025

For its Skiwear 2025 ad campaign, Balenciaga bridges the gap between high-altitude performance and the hum of metropolitan life. Moving away from the traditional snow-capped peaks expected of the category, the brand opts for a grounded, urban narrative that reframes technical outerwear as everyday luxury. Through the lens of photographer and videographer Aidan Zamiri, the campaign leans into a documentary-style aesthetic that feels both candid and highly curated. Whether capturing models Fama Diop, Joe Bottomer, and Lieke Polak against the cold, industrial backdrop of Parisian subway stations or leaning against wrought-iron railings with the Eiffel Tower looming in the distance, the imagery channels a sophisticated, lived-in energy. The creative direction emphasizes textural contrasts, pairing the plush, tactile nature of royal blue sherpa fleeces and oversized quilted puffer jackets with the sharp geometry of stone building facades and white ceramic tiling. By utilizing natural light to highlight technical fabric details and silhouettes, the project creates an editorial minimalism that feels intentionally disconnected from the slopes. The campaign effectively recontextualizes winter-ready equipment, such as snowboards and skis, within the mundane rhythm of city transits and street corners. Through this fusion of lifestyle photography and technical precision, Balenciaga solidifies its position as a label capable of transforming winter gear into an essential component of the contemporary, high-fashion wardrobe.

Editorial, Lifestyle

Natural light

Luxury Fashion Houses, Fashion