Balmain Unveils the New Campaign by Antonin Tron The Creative Director’s Very First Campaign

For his first campaign at the helm of Balmain, the new creative director Antonin Tron presents "L’heure du loup". Borrowing its title from the French expression entre chien et loup, the campaign explores the porous boundary between light and darkness through shots that seem straight out of the 1980s. With these first visuals, the French designer sets the tone for the new Balmain allure while following in the footsteps of previous creative directors like Olivier Rousteing.

Photographed by Spanish artist Suffo Moncloa, renowned for his sleek yet off-kilter portraits, the campaign showcases the collection inside a house by American architect John Lautner. By creating a dialogue between the house’s couture heritage and a renewed vision of femininity, Antonin Tron delivers a collection that draws both from the origins of the house founded in 1945 and from the glamour of 1980s neo-noir heroines. It is a stripped-back aesthetic, denuded of all excess and superficiality, focusing on the essential: a certain sensual opulence.

Conceived as a series of film stills evoking the greatest masterpieces of American cinema, "L’heure du loup" is tinged with a burning eroticism. The models, true heroines of a wordless series, wear leather aviator blazers with structured shoulders, fil coupé dresses, and draped blouses with an impeccable hang. Nudity appears in subtle touches - at the turn of an ankle or through a diamond-shaped neckline revealing the chest and midriff. By paying homage to Hollywood heroines, Antonin Tron presents his very first interpretation of the Balmain woman on glossy paper. By stripping the house of its excess to retain only its couture essence, the designer delivers a memorable first chapter. The hour of the wolf has come, and with it, the dawn of a fascinating era for Balmain.