Only Gisele Bündchen knows how to make florals look groundbreaking for spring.

In Balmain’s latest Spring/Summer 2024 campaign, she exudes the radiant elegance of a blooming rose. Shot by Brazilian photographer Rafael Pavarotti, the campaign introduces a brand-new handbag style for Balmain, the Jolie Madame Balmain Bag. 

Embracing the newly single life, Bündchen embodies sophistication and sensuality, reminding us what it means to be a supermodel. This campaign plays on the eclectic side of the fashion house, channeling a retro vibe that diverges from the brand’s previous aesthetics. Bundchen is also here to remind you that the 80s are back, styled with voluminous curls and big, chunky earrings. 

Looking stunning in a floral mini Balmain dress, the supermodel is photographed sporting the new bag, whose name refers to the house’s legendary mid-century silhouettes. The JM Balmain Bag mirrors Monsieur Balmain’s bold yet feminine postwar creations while embodying the contemporary spirit of innovation that distinguishes today’s Balmain.

The JM Balmain Bag is available for purchase on

Discover More