'Multi-Phase' Part Two 2022 Ad Campaign

Review of Balenciaga ‘Multi-Phase’ Part Two Spring 2022 Ad Campaign by Creative Director Demna Gvasalia and Photographer Stef Mitchell with model Kat Zhang

Balenciaga builds further on its ongoing Multi-Phase campaign by photographer Stef Mitchell with a new set of portraits featuring Kat Zhang.

With an initial series launched in February that starred Kim Kardashian, Justin Bieber, and more, the multi-phase campaign is back to expand the constellation of Balenciaga personalities and talents. The first entry in the new campaign featured musician (and husband of creative director Demna Gvasalia) BFRND, who’s scored every Balenciaga show since 2017, stepping in front of the camera for the first time.

Now buyer Kat Zhang is the latest to appear in Mitchell’s intimate and candid portraits, posing in an all-black look before an unlit fireplace in a light-filled living room.

The ongoing week of small releases is a smart way for the brand to remain at the forefront of the fashion communication consciousness for a longer stretch of time than a single campaign release might, while the unique approach to casting – encompassing familiar stars and behind-the-scenes faces – expands the Balenciaga family’s cult of cool.

Balenciaga Creative Director | Demna Gvasalia
Photographer | Stef Mitchell
Talent | Kat Zhang

Senior Fashion Writer | The Impression