Awkward family photos have long been going viral on the Internet, to the point where an entire website was created to document the various uncomfortable poses and styles of family photos of days past. The recent spring/summer Balenciaga fashion campaign for the brand's men's collection imitates the same uncomfortable poses and creative fashion choices that can be found in awkward family photos.
The campaign features several different photos of models acting as families and couples that are dressed in a variety of colorful clothes, against cheesy backdrops and with random props. The images are reminiscent of the styles, both design and fashion-wise, of the 80s and 90s. The campaign offers a series of distinct, shareable images that make the high fashion brand much more relatable to the average consumer.
Image credit: Robbie Augspurger