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.