Review of Balenciaga ‘Closet Campaign’ Spring 2024 Ad Campaign by Creative Director Demna and Photographers Inez & Vinoodh with models Kim Kardashian, Roh Yoon Seo, Nicola Peltz, Paloma Elsesser, Patricia Field, and Devon Lee Carlson
Balenciaga indulges in collectability and consumerism with its new “Closet” campaign for Spring 2024 by photographer duo Inez & Vinoodh.
The campaign was launched just one day after Balenciaga officially named Kim Kardashian as a brand ambassador, and marks her first campaign in the new role. Leaning into her unique celebrity status and the blurred boundaries between real life and reality TV, the imagery sees Kim pose in her own closet, which has been filled with Balenciaga handbags in a range of colors. Many of these include new iterations of the Le City bag, which has been revived anew after being first launched in 2000.
The campaign’s other stars – actors Roh Yoon Seo and Nicola Peltz, model Paloma Elsesser, costume designer and stylist Patricia Field, and influencer Devon Lee Carlson – occupy similarly closet-like spaces, but that also feel like a dream-like intersection of fashion archive and Balenciaga boutique fitting room.
The campaign nicely fits into Balenciaga’s recent campaign approach of straightforward portraits, but with a clever spin that indulgently leans into a sense of hyperconsumerism. The revisiting of early-2000s style moments feels appropriate; the era of the it-bag has been born anew in the age of TikTok. The campaign seems to provocatively say to its viewer: you’ll never have a hundred bags like these untouchably chic stars, but don’t you want to buy at least one?
It’s a haughtily confident and cool message from the brand that is leading the way in defining a new fashion mindset of saturation and sellability.
Balenciaga Creative Director | Demna
Photographers | Inez & Vinoodh
Models | Kim Kardashian, Roh Yoon Seo, Nicola Peltz, Paloma Elsesser, Devon Lee Carlson, and Patricia Field