Balenciaga previews a surrealist summer with its new High Summer campaign

Balenciaga launches a surrealist campaign that reinvents the classic holiday aesthetic with iconic silhouettes and digitally generated settings.

Balenciaga once again subverts the conventional with the release of its High Summer campaign, inspired by the escapist aesthetic of traditional tourist advertising but taken into the realm of digital surrealism. The brand reinvents the narrative of the perfect holiday with saturated portraits and computer-generated beach landscapes, where the house’s iconic silhouettes take on a dreamlike and provocative air.

Photographed by Roe Ethridge, the campaign showcases urban bags and swimsuits set against backdrops of blue waters and white sands. The models wear knit dresses, BB bikinis, and bustier-style swimsuits that blend sensuality and attitude. The contrast between the artificial and the evocative redefines the concept of ‘resort wear’ from an avant-garde perspective.

Additionally, standout pieces from the Summer and Fall 2025 collections return, including the Bathrobe Stola and leather sandals from the collaboration with Scholl. The iconic Le City bag is refreshed in khaki canvas, alongside the new Le City Basket, in woven raffia and lambskin. The Carrie Bowling Bag, the black Biarritz Tote, and Ski Mask Goggles sunglasses also make their debut.

Some images from the campaign can be downloaded as wallpapers on the brand’s website.