Living in the moment without planning too much, simplicity and joy without complications, and feeling good are some of the reflections shared by Zhang Xiaofei, Yang Chaoyue, and Bing Bing Liu in Balenciaga's new campaign for the launch of the New Year Series, directed by Lucca Lutzky.
With this series, Balenciaga invites us to start 2025 with a fresh start: New Year, New Wardrobe. The brand has presented a collection of ready-to-wear styles, including denim jackets, cropped and regular sweatshirts and T-shirts, baggy sweatpants, a shirt dress, and an asymmetrical skirt. The common denominator of all the pieces is a detail that marks the essence of the New Year Series: the Balenciaga monogram patched with a washed and frayed finish.
The campaign captures intimate moments that convey a sense of home. The protagonists wear this new series paired with pieces from the Spring 2025 collection as they prepare for the New Year holiday. Through their voiceovers, they share their thoughts and reflections for 2025.
