Balenciaga has always minimized celebrity endorsements in its campaigns but this time the fashion house directed by Demna Gvasalia, has chosen to involve one of the most influential and famous personalities in the world, Justin Bieber. 

After the dystopian choices of the last two years, the American photographer and director Katy Grannan has shot this new campaign of the French fashion house starring the Canadian star immortalized wearing the new Balenciaga Runner sneaker, a reinterpretation of the Neo Classic bag, an oversized leather jacket, a hoodie and a trackpant for a look that is defined as “elevated essential”. 

Grannan’s shots reflect her aesthetics mixed with that of the French fashion house: the models pose in front of a representation of a parking lot in Los Angeles, often staring at the lens without showing any kind of emotion. An intimate and voyeuristic work but which, as is now the practice for Balenciaga, always expresses an underlying restlessness in an almost crystallized suspension of time in which the ethos of the French maison shines through.

Other stars of the campaign include the great French actress Isabelle Huppert and other personalities that we often find in Balenciaga’s work such as: Awar Adhiero Odhiang, Anania Orgeas, Isabelle Weldon Herouard, Minttu Vesala, Litay Marcus, Angel aka Emmanuel Culkin Mugisha, Abdou Diop, Taishi Suzuki, Hans Schmidt, and Eliza Douglas.

Below you can see shots from Balenciaga’s new campaign.