Balenciaga's New Campaign Just Re-Created Your Awkward Family Photos

When it comes to shooting new campaigns, some brands go all out with far-flung destinations and glamorous, over-the-top outfits. But not so with Balenciaga. Why travel to Fiji when you can shoot in a portrait studio with props that include plants, books, and a trumpet? Creative Director Demna Gvasalia played up his signature "normcore" vibe in his new S/S 18 menswear campaign, and the result is a hilarious twist on the traditional fashion ad.

Photographed by Robbie Augspurger and styled by frequent Vetements collaborator Lotta Volkova, the offbeat images might be more awkward than high fashion, but leave it to Gvasalia to make anything look ridiculously cool.

Scroll down to see Balenciaga's new S/S 18 menswear campaign.

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(Image credit: Robbie Augspurger/Balenciaga)

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(Image credit: Robbie Augspurger/Balenciaga)

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(Image credit: Robbie Augspurger/Balenciaga)

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(Image credit: Robbie Augspurger/Balenciaga)

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(Image credit: Robbie Augspurger/Balenciaga)

Next up, see the "naked" reception dress Kate Upton wore to her Italian wedding

Erin Fitzpatrick
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Erin got her start as a Who What Wear intern over 12 years ago—back when the site only published a single story per day. (Who What Wear has since increased that number twentyfold.) She graduated magna cum laude from USC, which is how she ended up moving to Los Angeles from her hometown of San Diego. In college, she also interned at Refinery29, where she was promoted to editorial assistant and then assistant editor. After nearly three years at R29, she came back to WWW in 2016, where she currently holds the title of senior news editor (as well as the unofficial title of resident royal expert—in case you haven't noticed her numerous Meghan Markle and Kate Middleton stories). She spends her days trying to incorporate her idols, Anna Wintour and Roger Federer, into as many stories as possible. Outside of work, she loves tennis, classic rock, traveling, and smothering her dog with affection.