No need for big campaigns, an iPhone does the trick just fine

The first thing you learn in photography, even as an amateur using whatever equipment is on hand, is not to place your finger over the lens. However, yesterday, Demna, creative director of Balenciaga, proved that when the subject of a photo is of high quality, even a hastily taken shot between fittings won't diminish its impact on the audience. Instead of orchestrating an elaborate campaign with increasingly intricate and less relatable staging, Balenciaga decided that to unveil its Fall 25 collection, an iPhone photoshoot by Demna himself would be more than enough. And they were right. The 58 looks of this new collection, including a collaboration between the brand and Lamborghini, were ironically showcased in the best possible way.

Instead of offering pieces that are unwearable and hard to grasp, as high fashion often does, the collection revolves around everyday life, featuring items suited to daily routines, constraints, and activities. It fearlessly plays with extremes, presenting, for example, a bright red T-shirt adorned with Isabelle Huppert’s face (a nod to her stunning tracksuit ensemble worn in Venice last August?) followed by sleek all-black outfits accessorized with Monica Bellucci-style sunglasses. This dance between opposites (which, by definition, attract and complement each other) persists throughout the collection, blending looks that provoke discord in the fashion world with pieces that universally please. From heavy, cumbersome maxi skirts to borderline micro-miniskirts, oversized scarves to plunging necklines like Look 55, and cozy puffer jackets to sleeveless tees, maximalism flirts with minimalism, elegance teases casualwear, and black taunts color.

Amid this near-60-look variety, two elements stand out: the way the collection is showcased and Lamborghini's participation in it. Following Porsche's collaboration with Boss in 2024, Lamborghini now makes its mark in fashion, contributing pieces ranging from T-shirts featuring the Temerario 2025 to racing jackets and keychains. Lamborghini’s elements in the collection also align with the theme of everyday life, offering tracksuits, reversible parkas, MA-1 nylon jackets, knits, and poplin shirts. Bold footwear also draws attention, from orthopedic stiletto heels designed with Scholl to curved, oversized sneakers reminiscent of a size 58, to minimalist soles with just a toe loop.

Though the photos posted on the brand's Instagram account might appear accidental, as if they were leaks, they are the official shots of this new collection. Captured by Demna with his iPhone, this casual campaign challenges the very concept of fashion advertising. Why go through the hassle of creating nearly impossible sets and brainstorming the next groundbreaking concept when the clothes can simply be shown as they are, on a stationary model, without distractions? While eccentric campaigns by brands like Jacquemus, Loewe, or even Balenciaga (recently shooting the City Bag campaign in the front row of a faux runway) often push boundaries, sometimes a return to basics feels refreshing. A simple backstage iPhone shoot, complete with a finger over the lens, is all that's needed when the collection is compelling enough to speak for itself. No more, no less.