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Photography Jitka Hanzlová

Demna implements bring your mom to work day at Balenciaga

The designer enlisted friends, family, and not-so-famous faces to star in the house’s SS24 campaign

It’s a family affair at Balenciaga this season, as Demna enlists his mum to star in his latest campaign for the house. 

Mama Gvasalia first took to the house’s SS24 runway back in September, opening a stellar show in which the designer looked to the people who surround him for inspiration. 

From his husband BFRND, to critic Cathy Horyn, collaborator Yseult, and long-term Balenciaga stan Diane Pernet, the season’s cast was made up of people who wear the brand really, really well. 

Joining Demna’s mom in the campaign are more friends of the house, including artist Eliza Douglas, and his former lecturer, the legendary Linda Loppa, who helped train up designers like the Antwerp Six and loads, loads more. 

It’s not the first time a designer has enlisted a blood relative to star front and centre in their comms. In 2020, Simon Porte Jacquemus’s beloved grandmother slipped into a series of lipstick pink suits and flouncy summer dresses, while Acne Studios’ Jonny Johansson looked to his son Frasse for modelling duties circa AW15. 

Click through the gallery above for a closer look and revisit the SS24 show photos below.

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