Balenciaga Reimagines Awkward Family Photos for Spring 2018 Men’s Campaign
If your family loves traditional holiday activities, you may have recently gotten together in your matching sweaters to take posed portraits for your Christmas cards. Or, you could have gathered around a photo album to laugh at your endearingly awkward family photos of years past. Either way, you are totally going to identify with the clever inspiration behind the Balenciaga Spring 2018 Men’s campaign. Because we have all been there at some point.
Image Source: Robbie Augspurger/Balenciaga

Creative Director Demna Gvasalia reimagined the mall studio sessions and elementary school yearbook photos of your youth for the brand’s new campaign, which was photographed by Robbie Augspurger and styled by Vetements’ Lotta Volkova. Are these the most glamorous campaign images you have ever seen? Absolutely not. But that is entirely the point.
Image Source: Robbie Augspurger/Balenciaga

As you may recall, Balenciaga’s Spring 2018 runway show was held in a Parisian park. The brand sent many dads and their adorable kids down the catwalk. From high-waisted acid wash jeans to oversized windbreakers, the collection showcases wardrobe staples of a different era.
In recent years, Balenciaga has been continuously moving toward making the outdated and uncool feel luxurious and hot once more. This advertorial campaign continues the theme of elevated normcore, dad-chic attire that we may have once teased our own fathers about – but now not-so-secretly want to shop ourselves. Sorry, pops!
Image Source: Robbie Augspurger/Balenciaga

The brand shared that the Balenciaga Men & Kids Spring/Summer 2018 collections are currently available online for preorder now, and will be in stores starting on Wednesday, December 20.
Image Source: Robbie Augspurger/Balenciaga

We can’t wait to see the imaginative ways street style stars rework these pieces.
To see the collection in action, you can view the Balenciaga Spring 2018 Menswear runway show in the video player below:
More from the brand. More Spring 2018 men’s fashion news.