On April 15, 2025, Balenciaga launches its High Summer campaign with a series of portraits and videos lensed by Roe Ethridge—accompanied by still-life imagery— that draw inspiration from magazine advertisements for luxury hotels and resorts, reimagining their escapist allure. Set against fabricated backdrops of seaside, beachside, and poolside scenery—with sunsets, white sand, and sparkling blue water—the images’ taglines echo the familiar tone of luxury holiday marketing, complemented by computer-generated videos that animate the campaign visuals.

Models Sonja, Estelle, Claudia, Liz, Simon, and Bai wear looks from the High Summer collection: easy jersey dresses, bikinis with BB buckle hardware or Loop Sports Icon branding, and a velvet bustier swimsuit featuring a sweetheart neckline. The pieces are styled alongside pieces from the Summer and Fall 25 collections including the Bathrobe Stola, Oversized Boxy Coat, Round Harrington Jacket, and Oversized Short Sleeve Shirt, paired with calfskin sandals from the Balenciaga | Scholl collaboration.

The looks are accessorized with a range of new bag styles, including Le City Basket—a summery addition to the emblematic line crafted in woven raffia and lambskin—the Carrie Bowling Bag in grained calfskin, and the Le City Bag in khaki canvas.

Still-life images unveil a new variant of Le City Bag in washed denim and highlight key accessories such as the Ski Mask Goggles, Le City Basket, and the Biarritz Tote in black calfskin.

Select images from the campaign will be available as downloadable mobile phone wallpapers via balenciaga.com.