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Sam Smith Glowers in a Bunker in New Balenciaga Menswear Campaign

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Grammy-winning singer Sam Smith's first fashion campaign is with Balenciaga, and it's all because creative director Alexander Wang is a big fan. "The choice of Sam Smith for Balenciaga was personal and heartfelt," Wang told WWD. "I’ve always been a huge fan and thought it would be exciting to portray him in a surprising way that could be as timeless and emotional as his work."

Smith and Balenciaga just unveiled a series of ads for the fall men's campaign, as well as behind-the-scenes photos and a moody video. The black and white photos, shot by Josh Olins, are also quite austere. The Guardian notes it looks like the singer is standing in some sort of bunker and "borderline dressed-like-a-vicar."

The Stan Smith-Balenciaga alliance, for what it's worth, is being described by the brand as a "creative collaboration" beyond just a campaign, according to WWD. Smith has been doing his part, wearing Balenciaga on his tour, and sharing images with his 4.2 million Instagram followers. Meanwhile, Balenciaga's contract renewal with Wang this month sparked rumors that the brand and its creative director might part ways.