Each model in the campaign is shot against smooth backdrops that are embellished with to-scale images evoking lavish palaces, all set against a backdrop of architectural magnificence. The delicate use of perspective and space, which blurs the boundaries between the three-dimensional figures and the two-dimensional surroundings, is what distinguishes these portraits from one another. This purposeful ambiguity asks viewers to consider where the lines between illusion and reality should be drawn, challenging traditional ideas of luxury.
A captivating video sequence that further undermines the concept of space within the ad is paired with the still photographs. The spectator is forced to consider the fluidity of vision when the background is moved or disassembled, which emphasises the idea of change and development that guides Balenciaga's style.
The contrast between the intricate detail of the collection and the flatness of architectural photography is key to the advertising story. The Summer 24 Collection by Balenciaga is an exquisite combination of fitting casualwear, flowing tailoring, hybrid ready-to-wear, and trompe l'oeil accessories. Every piece of clothing and accessory exudes originality and inventiveness, mirroring Demna's unmatched outlook on the direction of fashion.
Jitka Hanzlová, a fine art photographer known for her sensitive and nuanced portrayals of the essence of identity and belonging, is behind the camera of this ground-breaking campaign. Hanzlová elevates the campaign to new levels of artistic expression by adding a nuanced viewpoint to the Balenciaga tale through her own visual language.