Back to the 90s: Balenciaga Fall 2022 Campaign

Demna and Nadia Lee Cohen team up to channel the early 90s in the latest Balenciaga campaign.

Balenciaga has released its latest campaign for the Fall 2022 collection. As a part of a multi-series campaign, the most recent installment follows a previous theme of pairing relaxed poses—referencing the early 1990s—with a clean and simple backdrop. Creative director Demna recruits British artist and photographer Nadia Lee Cohen to achieve the provocative nature of the 90s.

Bella Hadid poses while holding the new Balenciaga Crush Bag, a soft and pliable take on the brand’s signature hourglass shape. Aya Nakamura, Lina Zhang, Inti Wang, Abdou Diop, and Zuo Chen star alongside Hadid, all wearing pieces from the Fall 22 collection. 

The campaign cast wears the 3B Sports Icon Shrunk Polo Shirt, the Towel Trench Coat, the Kensington Mule, and more. Hadid highlights the Crush Small Chain Bag in Quilted Black while Zhang spotlights the Hourglass XS Handbag in Embossed White Crocodile.

View full imagery from the campaign below.

Discover More