It’s not the mundane that drives us to escape the ordinary, but rather the high-speed, absurd realities that push us to seek out truly unique experiences. French fashion house Balenciaga unveils its 2025 High Summer campaign, shot by photographer Roe Ethridge. Combining an upscale resort advertising style with post-production techniques, the campaign presents a series of deliberately surreal, yet delightfully playful styles designed to make this summer a little more… high.
The new summer campaign is set against a backdrop of sunsets, beaches, clear blue skies, and pools. With the atmosphere of a luxurious European-style six-star resort, the campaign takes a quirky turn, purposefully mismatching models’ high heels with sandy beaches or placing them sprawled across impossibly placed diving boards, invoking a sense of escape from reality. The campaign boldly states its style slogans—such as “unpack & unwind,” “off the grid,” and “take it easy”—inviting people to switch into vacation mode and leave the office behind. Interestingly, the 23 taglines across the 24 campaign images even form a hidden short story, showcasing Balenciaga’s playful attention to detail.
Models, both male and female, don light knitted dresses or bikini swimsuits adorned with BB buckles or Loop Sports Icons, along with velvet bodysuits featuring heart-shaped necklines. Sneakers, accessories, and sporting equipment take center stage as key props, with the classic Moto Bag Le City now available in denim and crafted from a mix of palm leaf fibers and lambskin. There’s also a striking fluorescent green Le City Basket tote.
Another standout feature of this season’s campaign is its cool, tongue-in-cheek humor. Ski goggles, clearly meant for winter, are placed in a summer setting, while the oversized shirt with “CEO” embroidered on the sleeve cheekily declares “Casual Everyday Outfits.” This playful twist comes after Balenciaga’s earlier iconic “Paris is home” campaign slogan. It’s safe to say, Balenciaga knows how to have fun this summer—and with that, we can’t help but laugh along.
