Balenciaga imagines a sensational campaign for its City Bag
Orchestrated by the keen eye of renowned photographer and director Lauren Greenfield, this campaign is an ode to the spirit of fashion, brilliantly reinterpreting the excitement of a runway front row.
Under a carefully calibrated staging, the electric universe of the front rows is reborn through an eclectic casting where icons and influencers cross paths. Devon Lee Carlson , Pernille Teisbaek, Camille Charrière , Justine Skye, Dixie D'Amelio, Olympia of Greece, but also emblematic models such as Sua Lee, Paloma Elsesser and Mika Schneider , lend their aura to the latest Balenciaga campaign.
Captured in a documentary style, the images and videos immerse the viewer in those almost stolen moments that precede a runway show. Guests absorbed in their phones, bright greetings, flashes crackling on carefully crafted poses… everything here exudes the raw energy and authenticity of the backstage of fashion. Photographer and director Lauren Greenfield , true to her style, infuses these scenes with a retro charm, evoking the fashion shows of the 80s, while anchoring the whole in a resolutely contemporary aesthetic.
At the heart of this ballet of modernity and nostalgia sits the City Bag , a centerpiece and symbol of the 2000s. Revisited for the occasion, this iconic bag, first launched in 2001, reflects the maximalist spirit of an era where elegance was combined with functionality. Constructed with meticulous craftsmanship in 25 leather panels, the City comes in vibrant shades – pink, green, camel – but also in timeless black, bright white or metallic silver. Available in several sizes, from mini to large, and equipped with a removable strap, it adapts to all desires, worn on the shoulder or across the body.
More than a campaign, this celebration of the City Bag plays on the codes of nostalgia while embracing current trends. By bringing together a constellation of influential faces, an immersive staging and a bag with timeless charm, Balenciaga seems to have created an ideal formula to capture attention and dominate social networks. This campaign has everything it takes to go viral: it tells us about yesterday while writing the history of tomorrow.
