Timeless, but Make it Fashion: Balenciaga Campaign Goes in for New Classics

Balenciaga's latest campaign has arrived, and it is a star-studded treatise to the lasting power of Demna's designs. Shot by photographer Stef Mitchell, the series features intergenerational celebrities where they work and play, giving us an intimate glimpse of house favourites Huppert in her Paris home, Bieber in the studio and Kardashian reclining and taking a selfie.

Huppert and Bieber have both worn the brand on the red carpet and featured in previous Balenciaga campaigns, and Kardashian is an avowed fan of the house with many of her recent appearances (including last year's Met Gala gimp suit look) putting Demna's work front and centre. The move to continue using "friends of the brand" in their ongoing campaigns echoes Balenciaga's goal of enshrining pieces like their studded Le Cagole bags into the canon of seasonless, iconic fashion pieces. Though it isn't quite moving out of step with the seasonal fashion cycle, perhaps establishing a corp of stars who consistently wear the signature house silhouettes might be the recipe to establishing the Demna era as one of the most enduring in the history of the house.