«Non.magazine is a Spanish-based fashion magazine with the vision of becoming an international reference platform for fashion and culture. In our magazine, we are passionate about exploring the multiple layers of fashion and understanding it as an artistic and cultural expression that goes beyond trends and stereotypes. Our content is a mix of fashion, photography, art, and culture that reflects the creativity and talent of the moment


Balenciaga Unveils Summer 2024 Campaign: A Visual Exploration of Identity and Luxury

After captivating audiences with its thought-provoking Fall/Winter 2024 collection in Paris earlier this month, Balenciaga is back to dazzle once more with its Summer 2024 campaign. This latest venture showcases a stunning array of still and moving portraits masterfully captured by the esteemed fine art photographer, Jitka Hanzlová.

At the heart of the campaign are figures deeply intertwined with the life and vision of Balenciaga’s creative force, Demna Gvasalia. Among them are Demna’s mother, Ella, and his husband, the musician BFRND. Also gracing the frames are significant personalities such as Demna’s former professor, Linda Loppa, the artist Eliza Douglas, actress Renata Litvinova, and close friend of the House, Krish Ghai. Adding a sense of continuity, the campaign features familiar Balenciaga runway models, ensuring a seamless blend of familiarity and innovation.

Set against meticulously crafted backdrops reminiscent of the grand interiors of opulent estates, each portrait blurs the boundaries between the tangible and the illusory. Through these compositions, the campaign prompts viewers to ponder the very essence of luxury encapsulated within these lavish settings.

Accompanying the still portraits is a series of dynamic videos, expertly choreographed to challenge perceptions of depth and dimensionality. As models interact with their surroundings, the illusion of space is dismantled, revealing contrasting perspectives and inviting viewers into a realm where reality and artistry converge.

This visual journey is a testament to the multidimensional depth of Balenciaga’s Summer 2024 Collection. From hybrid ready-to-wear pieces to fluid tailoring and intricately designed accessories featuring trompe l’oeil elements, each ensemble embodies the brand’s signature fusion of innovation and sophistication.

Behind the lens, Jitka Hanzlová captures these captivating moments with her renowned ability to weave a visual narrative exploring themes of sensitivity, identity, and belonging.

Balenciaga’s Summer 2024 campaign not only showcases the latest in fashion but also serves as a reflection of Demna Gvasalia’s unique worldview, inviting audiences to explore the intricate tapestry of identity and luxury that defines the brand.

Words: @annaamaso