Balenciaga’s new style of campaign takes minimum effort, and looks it - but it’s working. We’re talking about the lo-fi photography style that’s been blowing up on socials, with brands like Balenciaga using it to make their campaigns look casual and low effort - so low effort you can tell it was shot on iPhone.
But why would a high fashion brand want its campaigns to look low effort? There’s two reasons why lo-fi photography is becoming so popular in high fashion, and the first is bc we’re getting less interested in sleek, polished marketing, and more into UGC (User Generated Content) style posting.
Million-dollar photoshoots feel stiff and inorganic, reminding us of the out-of-touch nature of plenty of high fashion labels, whereas lo-fi shoots like Balenciaga’s Fall 2025 campaign or Marc Jacobs’ TikTok-native influencer link ups feel relatable and real. It’s like they’re speaking our language.
We don’t wanna see marketing campaigns that condescend us with offensively big budgets and celebrity cameos. We want campaigns we could’ve shot ourselves starring the same mfers we spend eight hours a day watching on TikTok or IG Reels.
Lo-fi campaigns are also popping off because of ‘the contrast’. High fashion campaigns that feature beautifully designed clothing and accessories against minimal backdrops like concrete walls or the dirt-covered ground have this juxtaposition that makes the designs look so elevated and expensive by comparison. See: Matthieu Blazy’s Bottega.
Demna leaving his finger in the frame for Balenciaga’s Fall 2025 campaign works the same way. The collection stands out bc the rest of the shoot is so stripped back. From the finger in the corner at Fall 2025 to the “This is a Balenciaga Campaign by Juergen Teller” campaign which was shot in the dirty streets of Paris on second-hand furniture, Demna’s trailblazing approach to lo-fi campaigns has kicked off a movement.
Wdyt of the lo-fi campaign style Balenciaga’s been channelling? Viva la luxury or bring on the minimal effort shoots?
Featured image via Balenciaga©
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