Balmain Spring 2025 Ad Campaign

Review of Balmain Spring 2025 Ad Campaign by Art Directors Ezra Petronio & Lana Petrusevych and Photographer Juergen Teller with model Laetitia Casta

Balmain explores the dramatic tension of dressing the body with its Spring 2025 campaign by photographer Juergen Teller with art direction from Ezra Petronio & Lana Petrusevych.

Olivier Rousteing’s latest collection for the house both exaggerated and subverted traditional ideas of the way fashion design responds to and accentuates a woman’s body. Waists are cinched, while shoulders and hips are dramatically amplified. Glamorous images of glossy red lips are applied with a larger-than-life flair directly onto the pieces themselves.

Teller brings his lo-fi, shoot-from-the-hip style to capturing iconic model Laetitia Casta amid a studio space that is at once raw and refined, secretive yet revealing. A zebra rug, a kintsuge panther sculpture, and a gorgeously warped tree trunk bring an organic, animalistic edge to the refined yet constructions of the collection, which Casta wears with a sense of total naturalness and without pretention.

The accompanying short film continues Teller’s practice of translating his still images into video, furthering the sense of the elegantly uncanny while offering a closer look at the rich details.

With Juergen Teller, we always know what we’re getting ourselves into, and his trademark perspective might seem at odds with the opulent glam that we typically associate with Balmain. Nonetheless, the resulting spirit of the campaign feels tuned in to Rousteing’s evolving vision of the brand while offering a new perspective on its heritage of powerful glamor.