Balenciaga's Summer 2025 Campaign Is Full of Characters
Starring Kyle MacLachlan as “The Villain,” Rachel Sennott as “Her,” Zhou You as the “Main Character,” and more.
If Balenciaga were to make a movie, it would be an Old Hollywood-style pic directed by Nadia Lee Cohen and starring the likes of Kyle MacLachlan, Rachel Sennott, and Zhou You. Now, that’s not actually happening, but that’s the fantasy pictured in the Demna-led label’s new screen test-inspired Summer 2025 campaign.
Shot by Ms. Cohen, the sartorial delivery stars the above actors alongside a legion of others — Linda Honeyman, Sunnyi Melles, Mark Eydelshteyn, and Georgia Ford — as well as artist Coumba Samba, and models Sun, Raiki, Queen, and Leona, all of whom pose in old-time casting shots meant to emphasize the role that fashion plays in building characters.
Each muse plays their own fictional role: MacLachlan models in a dark coat with a dramatic up-turned collar as “The Villain;” Eydelshteyn appears in a small polo as “The Prodigy;” Samba stands next to a harp in a vivid red gown as “The Artist;” Sennott flaunts lingerie and a Rodeo Bag as “Her,” while You is the proud “Main Character,” and Honeyman is cast as herself. It’s quite the campy lineup. If only it were really going into production.
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Outside the casting call, the campaign also includes a series of still-life images spotlighting the brand’s key product launches, like the Laurel Classic Polo, the recently debuted Rodeo Sling Bag, and all-new Rodeo Bags in mineral green, grey, and almond hues.
Notably, the campaign is among the last to come from Demna’s era at the brand. The creative director announced last week that, after Balenciaga’s couture show this July, he’ll be headed to Gucci, where he’ll be tasked with returning the fellow Kering label to its former cash-cow status.
As Demna’s reign comes to a close, see Balenciaga’s Summer 2025 campaign in the gallery above, and find the collection online and in select stores.
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