Balenciaga Recreates the Awkward Family Portrait for SS18 Campaign

While the Brooklyn streetwear connoisseurs at KidSuper chose older models to rock their youth-inspired winter lookbook, the luxury fashion designers at Balenciaga are turning toward father figures to show off their latest menswear. A spin-off of normcore fashion, the new dadcore looks are deliberately oversized and stylistically offbeat. Styled by Lotta Volkova and lensed by Robbie Augspurger, the Paris-based fashion house showcases their latest baggy wearables in a series of planned-portrait looking imagery.

Have you ever been dragged to a mall or local photo studio then were forced to stand in front of a drab backdrop dressed in funky clothes for a family photoshoot? Well if not, Balenciaga is making sure you aren't left out. It's almost as if campaign shooter Augspurger told the group of models to glance at the camera without saying "cheese," then snapped away. Unlike most high-fashion campaign visuals, dads, moms, teens and kids alike are photographed sporting the Spring/Summer '18 drop. From the most regular of mens jeans and logo-ladden kids sweatpants to dramatically oversized parkas and double breasted jackets, the coming year is looking comfier than ever. Scroll through the awkward family portraits below and head here to cop your favorite dadcore garments.

Words: Vanessa Feder
Photography: Robbie Augspurger