Balenciaga unveils its Summer 2025 campaign through the lens of Nadia Lee Cohen, channeling the ambience of old Hollywood screen tests for a fresh perspective on persona and style. In this series, a mix of ambassadors embody “cinematic tropes and archetypes,” from “the socialite” to “the girl next door,” with appearances by Rachel Sennott, Kyle MacLachlan, Linda Honeyman, Sunnyi Melles, and Mark Eydelshteyn. Each portrait plays on the idea that costume is a potent vehicle for transformation, suggesting that clothing can be as influential as any script.
The campaign spotlights Balenciaga’s Rodeo Bag and Rodeo Sling Pochette, along with a glimpse of the Basketball Sneaker and a new collaboration with Scholl. True to the house’s love of referencing the past in modern ways, these pieces are staged against a curtained backdrop echoing vintage film test rooms. A short video captures the cast delivering voiceovers that hint at the dynamic interplay between identity and performance. It’s another step in Balenciaga’s evolution under creative director Demna, who reinvigorated the brand’s haute couture line in 2021, reinforcing its knack for merging heritage with a contemporary edge.
