Designer’s mother takes center stage alongside friends and family in the latest campaign

In a bold move that underscores the importance of familial bonds, Demna Gvasalia has introduced a unique twist to Balenciaga’s latest campaign by featuring his own mother as one of the prominent faces. Mama Gvasalia, who previously graced the SS24 runway in September, stole the spotlight once again, opening a remarkable show that celebrated the designer’s inner circle for inspiration.

The SS24 campaign showcases a diverse cast of individuals, including Gvasalia’s husband BFRND, esteemed critic Cathy Horyn, collaborator Yseult, and longtime Balenciaga enthusiast Diane Pernet. This eclectic mix of personalities reflects the brand’s ethos and resonates with those who embody its essence.

Joining Demna’s mother in the campaign are additional friends of the house, such as artist Eliza Douglas and the renowned Linda Loppa, Gvasalia’s former lecturer who played a pivotal role in shaping the careers of designers like the Antwerp Six.

While unconventional, the decision to incorporate family members and close associates into fashion campaigns is not unprecedented. In 2020, Simon Porte Jacquemus featured his beloved grandmother in a series of vibrant ensembles, while Jonny Johansson of Acne Studios turned to his son Frasse for modelling duties in previous campaigns.

Demna Gvasalia’s innovative approach to showcasing his SS24 collection not only highlights the importance of personal connections but also reinforces the idea that fashion is deeply intertwined with the relationships we cherish