Demna Gvasalia always likes to think outside the box – and this was definitely the case when it came to Balenciaga’s spring/summer 2018 campaign for its men’s collection.
Instead of casting pouty models in glamorous locations, the brand chose to recreate awkward family photos reminiscent of those taken in American mall studios in the late ‘80s and early ‘90s.
The series of photos shows families and couples dressed in ill-fitting blazers, oversized ski jackets and brightly coloured sportswear, posing in front of potted plants and dated studio backgrounds – and holding props, including a trumpet.
The campaign – which was shot by Robbie Augspurger – is an extension of what was shown on the June catwalk, where male models headed down the runway with their children, in a move that was quickly dubbed ‘Dadcore’. The shoot is the epitome of the brand’s so-uncool-it’s-cool aesthetic, which has been met with a hilariously negative on Instagram, but then, this was probably the point.
Scroll down to see all the campaign images.
This article originally appeared on Harper’s BAZAAR UK