Balmain’s Spring 2022 Campaign Disappoints Despite an All-Star Cast

It’s been two years since a Balmain advertising campaign truly commanded our attention. Not even Olivier Rousteing stepping behind the lens was enough to save the Fall 2017 and Spring 2018 seasons. To celebrate 10 years leading the label, the designer recruits Mert Alas and Marcus Piggott for Spring 2022. The French fashion house also commissioned several models to mark the occasion. Naomi Campbell, Lara Stone, Adut Akech, Carla Bruni and Mariacarla Boscono each pose solo on location at La Seine Musicale in the suburbs of Paris.


“I always thought Mert Alas and Marcus Piggott would be a good match with Balmain…” disapproved DK92.

“Not impressed, quite underwhelming actually,” shared THD96.

GivenchyHomme agreed: “I’ve seen lookbooks that have more effort put into them.”

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“I don’t know what the hell is going on with Mert Alas and Marcus Piggott these days. Seeing the result, I’d have hired Juergen Teller,” said helmutnotdead.

“I prefer when Mert Alas and Marcus Piggott go oversaturated instead of this Teller aesthetic,” admitted thiago:).

“It’s like they tried to emulate Saint Laurent’s aesthetic, but just couldn’t get it right,” Nomar pointed out.

“Was the hair and makeup crew on a leave of absence?” wondered aracic. “This could’ve been so glamorous.”

“Not Balmain or Mert Alas and Marcus Piggott’s finest hour, but the casting certainly compensates for the fairly standard and subpar imagery. The weak coloring in the daytime photos is awful. The photos seemingly shot at night with Naomi and ones of Adut posing under a vibrant blue sky are far superior!” wrote vogue28.

Balmain S/S 2022 by Mert Alas & Marcus Piggott


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