I Don’t Want It At All (Unless It’s Balenciaga)

‘I want all my clothes designer,’ sings Kim Petras in her era-defining track I Don’t Want It At All. The pop star and self-professed label obsessive has just received the ultimate fashion co-sign as one of the stars in Demna’s This Is A Balenciaga Campaign. The casting follows the singer’s attendance at the maison’s S/S 25 show in Paris earlier this year, where she joined Katy Perry and Yseult front row, leaving little to the imagination on Demna’s Spotify Wrapped.

Petras joins Romeo Beckham, Olympic medal-winning pistol shooter Kim Ye-Ji, and models Sua Lee, Khadim Sock, and Akolde Meen to showcase Balenciaga’s It-bags du jour. A celebration of Paris, the campaign sees the star-studded cast reclining on vintage furniture with their Bel Airs, Rodeos, and Hourglasses in hand. With the picturesque cobblestone streets and the Eiffel Tower as the ultimate Parisian backdrop for the contemporary stars, the sombre campaign highlights the tension between the city’s past and modernity.

The campaign was shot by Juergen Teller, with an accompanying video co-created with his wife, Doville. A conversation narrates the film, with the spouses breaking down their creative process and inspirations. With as many fans as critics, Teller’s raw, documentarian style of fashion photography over his three-decade career has always been polarising.

Still, that hasn’t stopped fashion’s biggest brands from tapping the German image-maker to lens their global campaigns, with Balenciaga a natural fit for his distinct visual language. His provocative approach and snapshot-like immediacy have cultivated a cult following as the antithesis to the glossy nature of fashion and celebrity. It’s an aesthetic that finds symbiosis with Balenciaga under Demna, whose nearly ten-year tenure has been marked by contradiction, irony, and a reframing of luxury fashion.