Balenciaga SS25
Balenciaga’s Summer 2025 campaign is a study in character and costume, directed by Nadia Lee Cohen, whose signature visual language distills the drama of classic Hollywood screen tests. Through meticulously framed portraits, the campaign reflects on identity and performance, featuring Rachel Sennott, Kyle MacLachlan, Linda Honeyman, Sunnyi Melles, and Mark Eydelshteyn. Each figure embodies a cinematic archetype—“the socialite,” “the girl next door”—inviting an interrogation of how dress constructs persona.
The campaign also highlights Balenciaga’s Summer 2025 collection, with key pieces like the Rodeo Bag, Rodeo Sling Pochette, and newly introduced Basketball Sneaker, alongside a collaboration with Scholl. A curtained backdrop heightens the theatricality, while voiceovers from the cast deepen the illusion of an audition in progress. Cohen’s aesthetic sharpens the contrast between artifice and authenticity, underlining the enduring power of clothing to define and disrupt identity.
Words by DONALD GJOKA
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