Balenciaga’s Le City bag campaign channels the early 2000s Fashion TV era, blending Y2K nostalgia with modern reinterpretation, as Demna revives the iconic accessory with bold embellishments for a new digital generation. The goal was to recreate the energy of the front row at a Balenciaga runway show circa the early aughts. Referencing a front row photograph Lauren Greenfield took of Anna Wintour at a New York fashion show, the work offers glimpses of “cinema verite” moments before the fashion presentation begins. The visuals harken back to the time when the iconic bag debuted before iPhones were ubiquitous accessories.
Director and photographer Lauren Greenfield captures the print and video campaign, starring a diverse cast of “it girls”, including Devon Lee Carlson, Pernille Teisbaek, Livia Nunes Marques, Camille Charriere, Justine Skye, Dixie D’Amelio, and Olympia of Greece, alongside models Sua Lee, Paloma Elsesser, and Mika Schneider. These “of the moment” influencers with a following of millions update the front row and the bag. Through Greenfield’s master lens, the personalities mingle under the glow of bright lights amid flashing cameras - chatting, checking their phones, and taking selfies with Le City bags perched on their knees.
Lauren Greenfield’s body of work—focusing on themes of youth culture, materialism, and the pursuit of status—aligns seamlessly with the campaign’s deeper message. By enlisting Greenfield, Demna transforms what might otherwise be a straightforward luxury ad into a layered visual commentary. Her documentary style, known for exposing the excesses and anxieties of modern consumer culture, adds an undercurrent of critique beneath the polished fashion imagery. The campaign captures Balenciaga insiders in seemingly candid, pre-show moments, reflecting the performative nature of luxury and social validation in both the early 2000s and today.
By incorporating these influencers, Balenciaga tapped into their extensive online followings, fostering organic engagement and discussion across platforms, connecting with hundreds of millions of followers and creating billions of media impressions.
Ultimately, Demna’s collaboration with Greenfield extends beyond marketing—it acts as a meta-commentary on fashion’s cyclical nature, the evolution of consumer desire, and Balenciaga’s role in shaping and subverting industry narratives.
What gives the campaign the classic Balenciaga edge is legendary documentarian and photographer Lauren Greenfield’s unflinching eye. Greenfield is known for her sociological commentary on modern culture, with a particular focus on youth culture, gender stereotypes, consumerism, and the media that fuels these values. She usually expresses her vision through photography books and magazine work, fine art exhibitions, and documentary films. The visionary Demna invites her to cross over to fashion with an updated recreation of a photograph from her editorial work. Dazed said, “As usual, Demna’s latest series might look like your average glossy fashion ad at first glance, but scratch just below the surface and you’ll find its hidden social commentary, as the Georgian designer prods and pulls at the machinations of the industry and examines his place amongst it all.”
Balenciaga's campaign strategically leveraged social media influencers to amplify its reach and impact. “It girls” function as both models and brand ambassadors. The inclusion of these personalities lent authenticity to the campaign and facilitated its viral spread. In a bold move to underscore the campaign's significance, Balenciaga wiped its official Instagram account, leaving only the Le City bag campaign posts. This tactic, a signature Balenciaga strategy when launching new campaigns, created a focused visual narrative, generating curiosity and conversation among followers and the broader online community. By ensuring that all attention was directed towards the Le City campaign, Balenciaga reinforced the campaign’s exclusivity and cultural significance.
The combined effect of influencer involvement and strategic social media management resulted in heightened visibility and desirability of the bag. The influencers shared behind-the-scenes content and personal experiences related to the campaign, creating a ripple effect that extended Balenciaga's reach beyond traditional fashion media. Lívia Nunes Marques, for example, posted her excitement about the campaign, stating, "I LOVE being a Balenciaga girl. I'm so honored to be part of this."
Reports indicate that the bag sold out shortly after the campaign's launch, exemplifying the successful fusion of creative direction and influencer marketing in driving both brand engagement and commercial success.
Demna's deliberate integration of social media influencers, coupled with a striking social media strategy, propelled Balenciaga's Le City bag campaign to viral status. This approach captivated the fashion community and translated into tangible consumer demand, reinforcing Balenciaga's influential presence in the luxury fashion market.
