On Friday, Balenciaga unveiled new Fall 2021 campaign images featuring a face that many say signal a new direction for the storied brand: Justin Bieber. Straying from digitized models and catwalk fixtures and opting for a household name instead, Balenciaga is consistently finding new ways to re-establish its brand identity, and this new campaign further proves it.
Each look in the campaign features core styles that have been carried over from seasons past and remained essential to the brand’s DNA: think billowy silhouettes, elevated athleisure with exaggerated proportions, and cult accessories that are just as relevant today. Shot by photographer and filmmaker Katy Grannan in an empty L.A. parking garage, the spread shows Bieber decked out in an outfit that’s quintessentially Balenciaga, dad sneakers and all.
Dripped down in an oversized leather bomber with a hoodie and tapered sweatpants, Bieber stars alongside a host of tastemakers including French actress Isabelle Huppert, Awar Adhiero Odhiang, Anania Orgeas, Isabelle Weldon Herouard, Minttu Vesala, Litay Marcus, Angel aka Emmanuel Culkin Mugisha, Abdou Diop, Taishi Suzuki, Hans Schmidt, and Eliza Douglas.
Perhaps most notably, Bieber also wears a new sneaker silhouette, the DIY Runner Sneakers, “which are made to appear at once worn in and pieced together from various shoe patterns while holding a sturdy and functional structure,” stated a Balenciaga press release. The “Peaches” singer also carried the brand’s signature matte-black City tote in hand.
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Photo Credit: DFree / Shutterstock.com