Creative Director Demna Gvasalia played up his signature “normcore” vibe in Balenciaga’s new S/S 18 menswear campaign, and the result is a relatable yet awkward moment that many can not help but enjoy. Photographed by Robbie Augspurger and styled by frequent Vetements collaborator Lotta Volkova, the unconventional ad might be more awkward than high fashion, but leave it to Gvasalia to make this unconventional moment worth every second.

See images below.