The Balmain Spring 2025 campaign portrays a real and authentic woman who embodies the house’s ethos and the visionary approach of Creative Director Olivier Rousteing as she enjoys her time with elegance and boldness.

“I wanted to paint the many shades of my contemporary muse: confident and fearless, empathetic and spontaneous, free and approachable, yet extraordinarily chic even when she dares,” said Olivier Rousteing.

Through Juergen Teller’s intimate and hypnotizing lens, under the artistic direction of Ezra Petronio, the campaign comes to life in Olivier’s home, resonating with the subtle tension between gentleness and audacity at the heart of the narrative – a duality that is also mirrored in the harmonious blend of natural elements, lavish fabrics, and wild evocations, all within a private yet deliberately exposed stage that reflects the multifaceted soul of the Balmain woman.

In the spotlight are the signature codes and features of the house’s aesthetic: the impeccably tailored jackets with angular shoulders and cinched waists; the tactile and visual richness of tweeds and fabrics elevated with exquisite embroidery and embellishments; the fluid lines of draped, ethereal silk dresses; and the laid-back cool of t-shirts paired with denim, bustier belts, and desirable accessories like lipstick-heeled pumps and flacon-shaped bags.