French fashion house Balenciaga has taken inspiration from vintage advertising to promote its latest products. The brand’s Summer 2025 campaign, launched this week, captures the allure of the new seasonal capsule collection against the backdrop of a vibrant seaside resort. The campaign images pay homage to vintage marketing shots of luxury hotels, showing the poolside designs through a series of wide-angle shots that mimic magazine covers.
The sensational film Escapism is at the center of the new campaign, which features a popular exotic luxury resort and the azure blue waters of a high-end resort.
Shot by American photographer Roe Ethridge, Balenciaga’s latest summer campaign features a group of young models from different cultural backgrounds in front of three very different landscapes: the seaside, the beach, and the poolside.
Each model strikes a variety of poses, from standing on a white sand beach, to sitting on a spa bed by the water, to lying on a diving board above a hotel pool. All photos showcase pieces from the new summer capsule collection, carefully selected by the six models.
The still images combine vintage marketing style with modern fashion technology with a modern perspective. To bring the images to life, Balenciaga used computer effects to animate the models and their clothes, making them seem to sway in the wind, while the background remained still, further reflecting the inspiration of scenic travel marketing shots.
Also inspired by vintage advertising, each image and video is accompanied by slogans that consumers might expect from hotel brands, such as “Feel at Home” and “Stay Comfortable” and many other vacation-themed phrases. Such advertising also inspired a recent product release by LVMH-owned German luggage brand Rimowa, which caters to nostalgia and reflects consumers’ love of travel.
The summer capsule includes more than 150 items for men and women, including swimwear, sandals, handbags, sunglasses, shorts, backpacks, T-shirts, dresses and other ready-to-wear for warm weather, as well as a variety of themed accessories.
Balenciaga’s new season collection is now available online and in-store.