If Balenciaga were to make a movie, the fantasy comes to life in the fashion house's latest campaign: an Old Hollywood-style photoplay directed by Nadia Lee Cohen. The Summer 2025 campaign, unveiled recently, stars an impressive lineup of actors and models, headlined by Kyle MacLachlan, Rachel Sennott, and Zhou You. This campy yet stylish production showcases characters in tailored looks that blend artistry with fashion as they pose against the backdrop of a cinematic concept.
For this campaign, the casting extends beyond the big screen to include notable figures such as Linda Honeyman, Sunnyi Melles, Mark Eydelshteyn, Georgia Ford, and artist Coumba Samba, among others. Each participant steps into their own fictional role; for instance, MacLachlan is presented as “The Villain”, dressed dramatically in a dark coat with an up-turned collar. Eydelshteyn dons a sleek polo to portray “The Prodigy”, while Samba captures the essence of “The Artist” in a bold red gown, accompanied by a harp.
Meanwhile, Rachel Sennott takes on the role of “Her”, flaunting lingerie and a Rodeo Bag, and Zhou You is dubbed the proud “Main Character”. Linda Honeyman uniquely appears as herself, weaving a personal touch into the glamorous portrayal. This playful cast becomes the focal point of the sartorial delivery, reflecting Balenciaga's ethos that fashion serves as a character-building tool.
The campaign revels in its vibrant characters and eclectic spirit while featuring still-life images that spotlight the brand's key product launches. Among these are the Laurel Classic Polo and the recently debuted Rodeo Sling Bag, along with new Rodeo Bags in mineral green, grey, and almond hues. These offerings provide essential highlights of what is in store for Balenciaga’s audience in the seasons ahead.
Moreover, this fashion campaign arrives at a pivotal moment in Balenciaga’s timeline, marking one of the last to feature Demna as creative director. Announced just a week prior to the campaign’s unveiling, Demna confirmed that he would be departing for Gucci after Balenciaga’s couture show in July 2025. His next role is tasked with revitalizing the Kering label's financial performance, as it looks to recover its standing as a leading luxury brand.
As Demna’s impactful era at Balenciaga begins to draw to a close, the Summer 2025 campaign serves as a reflection of his distinctive vision — an exploration of character in fashion that encourages audiences to see styling as a means of storytelling. Viewers are invited to engage with the campaign, offering a glimpse into the vibrant interplay of roles, expressions, and high-fashion artistry that Balenciaga aims to embody.
In a world where the lines between fashion and performance continue to blur, Balenciaga’s narrative-driven approach in this campaign adds richness and depth to its collections. Each photograph serves not only as a piece of art but also as a commentary on the characters we all play in the theater of life, all while underscoring the importance of fashion as an influential medium.
With the campaign officially live, fans and fashion enthusiasts alike can explore the collection in-store or online. Balenciaga promises that the Summer 2025 campaign will leave a lasting impression — both visually and thematically — as it wraps up an era defined by creativity before ushering in new chapters under different leadership.
