Dear Shaded Viewers,
Balenciaga’s High Summer 2025 campaign, shot by Roe Ethridge, is a clever twist on the classic luxury resort ad. Against dreamy, fabricated backdrops—think sunsets, white sand, and sparkling pools—the campaign both indulges in and pokes fun at the escapist fantasies that define high-end fashion marketing.
The collection itself is a blend of ease and edge: jersey dresses, bikinis with signature hardware, and a velvet bustier swimsuit, styled with oversized coats and jackets from the Summer and Fall lines. Accessories like the raffia-and-lambskin Le City Basket and the Carrie Bowling Bag in grained calfskin add a fresh, summery touch.
By making its artifice obvious, Balenciaga turns the familiar language of luxury on its head, inviting us to question what we’re really aspiring to. The campaign’s downloadable phone wallpapers further blur the line between fantasy and reality, letting fans carry a piece of the dream with them.
Balenciaga’s High Summer campaign is witty, self-aware, and visually striking, it’s a reminder that fashion can still surprise and provoke.
Later,
Diane
