An Authentic Woman

SPRING SUMMER 2025 CAMPAIGN

Balmain presents its new Spring/Summer 2025 campaign, portraying a real and authentic woman who embodies the house’s ethos and the visionary approach of Creative Director Olivier Rousteing as she enjoys her time with elegance and boldness.

The visuals capture the very essence and spirit of Balmain through the magnetism of model and actress Laetitia Casta, who stands as the quintessence of French iconic beauty, exuding a sophisticated, sensual femininity that is never afraid to reveal a whisper of intrigue and danger.

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I wanted to paint the many shades of my contemporary muse: confident and fearless, empathetic and spontaneous, free and approachable, yet extraordinarily chic even when she dares. With strength and grace, she pursues her dreams and aspirations, fully aware of her place in the world. She celebrates individuality and self-expression, living her passions and emotions with a natural intensity, embracing her unique identity.

- Olivier Rousteing

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Through Juergen Teller’s intimate and hypnotizing lens, under the artistic direction of Ezra Petronio, the campaign comes to life in Olivier’s home, resonating with the subtle tension between gentleness and audacity at the heart of the narrative - a duality that is also mirrored in the harmonious blend of natural elements, lavish fabrics, and wild evocations, all within a private yet deliberately exposed stage that reflects the multifaceted soul of the Balmain woman.

In the spotlight are the signature codes and features of the house’s aesthetic: the impeccably tailored jackets with angular shoulders and cinched waists; the tactile and visual richness of tweeds and fabrics elevated with exquisite embroidery and embellishments; the fluid lines of draped, ethereal silk dresses; and the laid-back cool of t-shirts paired with denim, bustier belts, and desirable accessories like lipstick-heeled pumps and flacon-shaped bags.

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Among the season's emblematic pieces, the new Anthem Bag appears as an equally powerful and fascinating metaphor symbolizing the artful confluence of Parisian allure and modern flair while paying homage to Balmain’s enduring romance with the world of music and representing its continuous evolution into the present future. A statement piece that connects heritage and newness, it is crafted from soft leather and cinched with a buckle belt that tightens the bag’s ‘body’, echoing the hallmark silhouettes that have defined the house's glamour and legacy since the 1950s.

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Campaign credits :

    • Creative Director:

      Olivier Rousteing

    • Photographer:

      Jurgen Teller

    • Creative Partner:

      Dovile Drizyte

    • Brand Art Directors:

      Ezra Petronio & Lana Petrusevych