Balmain has unveiled its Spring/Summer 2025 campaign starring French supermodel and actress Laetitia Casta. The French fashion house continues its tradition of celebrating authentic femininity through the lens of Creative director Olivier Rousteing.
The campaign, shot by photographer Juergen Teller, takes place in Rousteing’s personal residence, an unusual setting that adds a layer of intimacy to the luxurious presentation. Long admired as a symbol of French beauty, Casta brings her natural sophistication to Balmain‘s latest collection.
“I wanted to paint the many shades of my contemporary muse: confident and fearless, empathetic and spontaneous, free and approachable, yet extraordinarily chic even when she dares,” explains Rousteing. “With strength and grace, she pursues her dreams and aspirations, fully aware of her place in the world. She celebrates individuality and self-expression, living her passions and emotions with a natural intensity, embracing her unique identity.”
The images capture a fascinating contrast between softness and boldness – a characteristic tension that defines the Balmain aesthetic under Rousteing’s direction. This duality is evident throughout the collection, from structured silhouettes to flowing fabrics.
Signature Balmain elements dominate the campaign: precisely tailored jackets with strong shoulders and defined waists; richly textured tweeds embellished with intricate embroidery; ethereal silk dresses with elegant draping; and casual-luxe combinations of t-shirts and denim.
Accessories make bold statements, including signature lipstick-heeled pumps and uniquely shaped bottle bags.
Art directors Ezra Petronio and Lana Petrusevych have created visuals that highlight both the clothes and Casta’s magnetic presence. Her natural beauty and confident demeanor perfectly embody what Rousteing describes as “the multifaceted soul of the Balmain woman.”
