Balmain Resort 2023 Ad Campaign Review

Review of Balmain Resort 2023 Ad Campaign by Photographer Louie Banks with models Adesuwa Aighewi, Aida Blue, Maria Keidj, Lucy, and Erick Elkana

Balmain creates modern myth with its new Resort 2023 campaign by photographer Louie Banks.

For Balmain’s resort collection, creative director Olivier Rousteing looked to the art and fashion of Ancient Egypt, reinterpreting mythology and history of the age of the pharaohs through a contemporary perspective of reconstruction and luxury glam.

Banks’ campaign imagery further modernizes this look to history with a powerful, industrial energy. Channeling hip-hop music video energy, models lounge on a classic muscle car, oozing confidence as they pose in glittering gold, green, and black. The Ancient Egypt reference is still thoroughly present, however, in the sand that fills the warehouse space and overtakes the car, as if it were an ancient monument being reclaimed by the shifting dunes of time.

Embodying its historical themes with subtle yet forceful symbolism and smartly updating them for a contemporary audience, the campaign is a powerful statement of Balmain’s take on modern power dressing.