For their Fall 2022 campaign, Balenciaga continues where its presentation, “The Lost Tape” left off. British artist Nadia Lee Cohen photographs still amd moving images explore “another era for today.” The photographs are the first installment of a multi-series campaign, and feature Bella Hadid, Aya Nakamura, Kit Butler, Zuo Chen, Abdou Diop, Inti Wang, and Lina Zhang. Using a pristine backdrop, each model references the provocativeness of early 1990s advertising with their posing. 

In future imagery and videos, models embrace the key ‘90s editorial pose. They embrace one another and stare directly into the camera as a flashbulb goes off. A pose that defined the generation is now being reused in modern day. The Lindsey, Crush, and Crocs Bag are three stars of the shoot. The XX, Hourglass, Everyday Tote, and Le Cagole make appearances as well, in a variety of new styles and contexts. 

Sough after shoes, such as the Excavator Boot, the thigh-high Falkon Boot, make the cut for the campaign. A key apparel item from the photo series are three-piece jeans that are a miniskirt, pants, and boots all at once. Robe coats, shrunken tops, and extra tight or baggy separates are other ready-to-wear items included in the campaign imagery. 

The Fall 2022 campaign looks to the provocative nature of the supermodel era and reshapes it in the light of the modern age.