Today, Balenciaga unveiled its first campaign under the creative direction of Pierpaolo Piccioli, marking a new chapter for the French fashion house.
Following his recent runway debut, the campaign signals a clear shift in tone and aesthetic direction, defined by quiet strength and emotional resonance.
Shot by photographer David Sims, a frequent collaborator of Piccioli’s, the campaign comprises both still and moving portraits featuring models Mona Tougaard and Sandra Murray. The imagery captures moments of natural ease inside the historic Hôtel de Maisons–Pozzo di Borgo in Paris’s 7th arrondissement. Bathed in soft, natural light, the setting highlights an understated elegance that reflects Piccioli’s interpretation of modern femininity.
Piccioli described the project as deeply personal, explaining that he sought to portray “effortless beauty and delicate humanity”. The collaboration with Sims, he said, made the process especially meaningful, as the two worked to capture the essence of a new Balenciaga woman who according to both is spontaneous, authentic, and self-assured.
The campaign’s visual language contrasts the grandeur of 18th-century architecture with intimate, contemporary styling. Piccioli’s designs are described as both fluid and architectural, merging wearability with sculptural form. The result is a collection that redefines strength through sensitivity and emotion, positioning Balenciaga’s new aesthetic as one rooted in authenticity rather than artifice.
Central to the campaign are two of the house’s enduring emblems: the Rodeo and Le City bags. Representing Balenciaga’s dual spirit of practicality and refinement, both pieces serve as touchstones linking the brand’s heritage to Piccioli’s renewed creative vision. The Rodeo conveys a sense of urban individuality, while Le City stands as a symbol of craftsmanship and cultural relevance.
The campaign, described as a luminous portrait of “beauty as emotion”, underscores Piccioli’s belief in fashion as a reflection of humanity. Through its focus on natural light, timeless settings, and genuine expression, it introduces a softened, more introspective Balenciaga, one that celebrates human presence within monumental form.
Balenciaga’s new direction under Piccioli aims to bridge the house’s historical codes with a contemporary sensibility, setting the tone for the next era of the Maison.
