Balenciaga 'This is a Balenciaga Campaign by Juergen Teller’ 2024 Bag Campaign| The Impression

Review of Balenciaga “This Is a Balenciaga Campaign” Fall 2024 Ad Campaign by Creative Director Demna and Photographer Juergen Teller with models Kim Ye-ji, Kim Petras, Romeo Beckham, Sua Lee, Khadim Sock, and Akolde Meen

Balenciaga peels back the creative process for a raw look at Demna’s vision with “This Is a Balenciaga Campaign,” a new campaign shot by photographer Juergen Teller.

The campaign stars Olympic medalist pistol shooter Kim Ye-ji – who went viral for her stone-cold shooting style and awesome technical eyewear – and singer Kim Petras alongside models Romeo Beckham, Sua Lee, Khadim Sock, and Akolde Meen.

Shooting with his signature anti-editorial style, Teller captures this eclectic cast of characters as they lounge on select pieces from Demna’s personal collection of vintage furniture (which evinces, it must be said, a rather contrarian sense of taste) in front of landmarks and in various neighborhoods of Paris.

Co-created by Teller and his wife and creative partner Dovile Drizyte, the accompanying short film unfolds as a playful exploration of the creative process – both behind this particular campaign and more broadly. The narration features a lighthearted conversation between the two, reflecting on their work and drawing inspiration from the act of creation itself, without shying away from reckoning with Teller’s idiosyncratic visual approach.

The campaign follows closely on the heels of the Balenciaga’s Fall 2025 lookbook last week, which Demna himself shot on his iPhone, complete with his thumb in a few of the shots. The ironic, slacker-chic approach is a frequent aspect of the creative director’s vision for the brand, but these two recent examples seem to demonstrate that the approach is accelerating, as well as getting more personal – at least in the sense of involving Demna more directly. Coupled with the archly generic title, the campaign stands as another defiant manifesto of Balenciaga’s effortless cool.