Review of Balenciaga New Year Series 2025 Ad Campaign by Creative Director Demna with Director Lucca Lutzky and models Zhang Xiaofei, Yang Chaoyue, and Bing Bing Liu
Balenciaga brings a distinct voice to the Lunar New Year campaign trend with a new exploration of its New Year series collection, captured by director Lucca Lutzky.
The campaign takes shape as a series of short videos starring a trio of Chinese talents: actress Zhang Xiaofei, actress and singer Yang Chaoyue, and model Bing Bing Liu. Rather than the typical Lunar New Year campaign trappings of festive celebrations and a red color palette, the brief narratives find these characters in moments of restful reflection: the plans have been made, but the parties have yet to happen, and now they find themselves alone with their thoughts. As each of them looks toward the camera as if into a mirror, they ruminate on the time of transition and the challenge of living in the moment.
The styling is equally relaxed and casual, with oversized hoodies and leather jackets paired with breezy skirts or denim. An ambient soundtrack rounds out the tranquil mood.
The campaign feels at once idiosyncratic and on-trend, which might be a good descriptor for Balenciaga and its marketing aesthetic more generally. The brand at once defies the typical aesthetic approach to the holiday while still taking the time to reflect on what it means, as well as making another smart cultural play to the Chinese luxury market through accessible, social media-minded clips.
Balenciaga Creative Director | Demna
Video Director | Lucca Lutzky
Models | Zhang Xiaofei, Yang Chaoyue, and Bing Bing Liu