Balenciaga Bel Air Bag Fall 2024 Ad Campaign

Review of Balenciaga Bel Air Bag Fall 2024 Ad Campaign by Photographer Mario Sorrenti with models Kate Moss, Juyeon, and Kit Butler

Balenciaga continues its ongoing handbag campaign series with another minimal and direct campaign, this time shot by photographer Mario Sorrenti.

Following up on another campaign for the Bel Air bag that launched just last week, the imagery extends the slick and simple aesthetic of the brand’s ongoing handbag series that has unfolded over the last several month. This iteration sees previous faces Kate Moss, Kit Butler, and Juyeon return.

While the imagery itself may not feel creative or exciting, it is a smartly conceived digital strategy on Balenciaga’s part. All of these many campaign images were most likely captured over just a few days of shooting, yet Balenciaga has patiently released them just a few at a time at a rapid but considered cadence over the course of six months now. The brand is thus always at the forefront of the social-media hivemind, while continuously emphasizing its impressive community of brand ambassadors. In another intriguing aspect, the brand has been archiving most of the images on its Instagram page and then un-archiving them, swapping in new images and bringing back old ones for a constantly new sequence of interconnected imagery.

Balenciaga has thus found a clever way to exist in our current digital moment of fewer resources being allocated to creative but a greater need for constant impactful communication. The calculated simplicity of the approach may not feel creatively inspiring, but it is a smart way to make sure the brand’s star products are always front and center.