Dear Shaded Viewers,
As the fashion world continues to process the news that Demna’s upcoming Balenciaga Couture collection will be his last for the house, the brand has unveiled its Summer 25 Campaign, a tribute to the golden age of Hollywood that offers a nostalgic yet timely distraction from this significant creative transition. Photographer Nadia Lee Cohen reimagines classical costume tests, transporting viewers into a world where fashion, identity, and performance converge. The campaign’s monochrome backdrop, reminiscent of Old Hollywood screen tests, sets the stage for a cinematic journey that explores how dress, styling, and mise-en-scène define characters.
The cast, which includes actors Kyle MacLachlan, Linda Honeyman, Sunnyi Melles, Mark Eydelshteyn, Rachel Sennott, Zhou You, and Georgia Ford, alongside artist Coumba Samba and models Sun, Raiki, Queen, and Leona, embodies a range of archetypes. From The Socialite to The Femme Fatale, The Artist to The Diva, each character is meticulously crafted to highlight the transformative power of fashion. Notably, Linda Honeyman appears as herself, adding a touch of authenticity to the narrative.
The campaign’s use of voiceover narration, echoing the style of archival screen tests, adds a layer of depth to the characters. It underscores the idea that clothing is not just a form of self-expression but also a tool for storytelling. The still-life images complement the portraits and videos, showcasing key pieces from the collection, including the Laurel Classic Polo and new variations of the Rodeo Bag in mineral green, grey, and almond. The recently debuted Rodeo Sling Pochette also takes center stage, alongside standout footwear styles like the Basketball Sneaker and heeled sandals and clogs from Balenciaga’s collaboration with Scholl.
This campaign is more than just a fashion statement; it’s a commentary on how we perceive and perform identity through clothing. By embracing the tropes of Hollywood’s past, Balenciaga invites us to reflect on the enduring power of fashion to shape our narratives and personas. As we navigate the intersection of style and identity, Balenciaga’s Summer 25 Campaign reminds us that fashion is not just something we wear; it’s a role we play.
Later,
Diane
