Brazilian supermodel Gisele Bündchen fronts the Spring-Summer 2024 campaign for Balmain, with visuals captured by fashion photographer Rafael Pavarotti.

The campaign also sees the introduction of the JM Balmain Bag, for which creative director Oliver Rousteing drew inspiration from the house’s classic “Jolie Madame” silhouette, a nod to Monsieur Balmain’s groundbreaking postwar designs.

Rousteing also revisits the “New French Style” initiated by Pierre Balmain, incorporating the soft contours and meticulous tailoring from the 1940s and 1950s into a collection that embodies the spirit of the rose – representing joy, love, and beauty.