French icon, model, and actress Laetitia Casta fronts the Balmain Spring-Summer 2025 campaign through Juergen Teller’s intimate and hypnotizing lens, embodying the house’s ethos and the visionary approach of Creative Director Olivier Rousteing.
“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. 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,” explained Olivier Rousteing.
The campaign comes to life in Olivier’s home thanks to Juergen Teller’s personal and captivating lens and brand art directors Ezra Petronio and Lana Petrysevych. It resonates with the narrative’s subtle tension between gentleness and audacity, which is also reflected in the tasteful fusion of natural elements, opulent fabrics, and wild evocations, all within a private yet purposefully exposed stage that reflects the complex soul of the Balmain woman.
“Elegance is an attitude that cannot be forced or calculated; it is about feeling free and being comfortable with your mood, just as I do when I am in front of a director’s camera. I entrusted Juergen with who I am, and I bared my soul as he infused his style into an unparalleled photoshoot. As for Olivier, his talent and creativity are genuine sources of inspiration for me, and I felt immediately inspired by his vision. When you wear his creations, you never lose your essence, and it’s so easy to identify with them”, declared Laetitia Casta.
The new Anthem Bag, one of the season’s iconic pieces, emerges as an equally potent and intriguing metaphor that represents Balmain’s ongoing romance with the music industry and its ongoing development into the present day. It also symbolizes the artistic fusion of Parisian charm and contemporary flair. Crafted from supple leather and tightened by a buckle belt that tightens the bag’s “body,” this statement piece echoes the iconic silhouettes that have characterized the house’s glamor and reputation since the 1950s.
“I absolutely enjoyed meeting Olivier and working with him. It was a deeply inspiring experience and, for me personally, an excellent collaboration”, concluded Juergen Teller.
Balmain Spring Summer 2025
Creative Director: Olivier Rousteing
Photographer: Juergen Teller
Creative Partner: Dovile Drizyte
Brand Art Directors: Ezra Petronio & Lana Petrusevych
