Who needs a vacation? Whether 2025 is treating you well or — like for some of us — dragging you through the mud, the thought of summer and a refreshing wellness escape sounds undeniably appealing. Balenciaga is well aware of the craving for a sweet retreat, and that is why they are bringing us along on their fun, yet relaxing trip to a luxury resort in their latest High Summer campaign lensed by Roe Ethridge.
In an era where social media allows us, more than ever, to see how the very privileged, selected, and glamorous people spend their time, we sometimes feel like we are not doing, or accomplishing, enough. But with their ironic and humorous view of life, Balenciaga plays again with the surreality of luxury and escapist clichés, teleporting us to fabricated backdrops of seaside and poolside — all idyllic, all too good to be true. Surrounded by sparkling blue water, white sand, and sunsets, it almost feels like we have been unofficially cast as extras of The White Lotus or, at least, that we are reading a magazine advertisement for the opulent hotel.
In this universe of postcard-perfect sunsets and beaches, the House introduces a range of new bag styles — like Le City Basket as a summery addition to the emblematic line — along with highlighted pieces and accessories, such as ski mask-resembling goggles, easy jersey dresses, bikinis with BB buckle hardware, velvet bustier swimsuits, and alfskin sandals from the Balenciaga x Scholl collaboration. Maybe it's not as easy to suddenly find yourself on a white sand beach as influencers make it seem, but with a good summer outfit, it's not that hard to imagine being there, right?
