Balmain

Feb 2025

For the Balmain Spring 2025 ad campaign, the legendary luxury fashion house delivers a masterclass in the juxtaposition of sharp, architectural tailoring and raw, organic textures. Under the creative direction of Olivier Rousteing, the campaign breathes life into a narrative of modern opulence, where bold silhouettes collide with nature. Photographer Juergen Teller captures the collection with his signature unflinching eye, leaning into a distinct editorial aesthetic that feels both composed and wonderfully tactile. Featuring the unmistakable presence of model Laetitia Casta, the imagery oscillates between the moody intimacy of low-key chiaroscuro studio strobe work and the crisp clarity of natural light photography. Whether she is perched atop a kintsugi-adorned panther sculpture or framed against the weathered, rugged surface of a hollowed tree trunk, the contrast remains constant. The styling—defined by exaggerated shoulder pads, metallic gold-tone hardware, and the structural complexity of an avant-garde bodice—highlights the intricate craftsmanship of the house. Through this commercial lens, Balmain bridges the gap between high-end minimalism and eccentric storytelling. The use of editorial lighting techniques elevates the rich materiality of the ruched leather and silk, ensuring the campaign feels like a cohesive, high-fashion vision. It is a striking exploration of form and environment, solidified by creative partners Ezra Petronio and Lana Petrusevych, resulting in a project that feels inherently cinematic, grounded, and undeniably chic.

Editorial, Lifestyle, Commercial

Natural light

Luxury Fashion Houses, Fashion