Balenciaga launches its Fall 2026 campaign, A New York Minute: Keep Rolling, with Oscar-nominated filmmaker Celine Song behind the camera. The campaign stars actor and friend of the House Sarah Pidgeon, marking her first collaboration with Song and Creative Director Pierpaolo Piccioli. Shot entirely in Manhattan, the project takes shape through three films, and places Balenciaga’s Le City, Le 7 Bowling, and Rodeo bags at the center of the action.
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The campaign follows a full day in New York through morning, afternoon, and evening scenes. Across the films, Pidgeon wears pieces from Balenciaga Fall 2026, including TechWear separates, Jet sneakers, Balenciaga | Manolo Blahnik and Duchesse pumps, eveningwear, outerwear, and the three bags in black leather.
Song builds the campaign around the tension between ordinary movement and staged image-making. Pidgeon’s character moves through everyday New York situations, then each scene exposes itself as a controlled film set. After a cut, Song tells her team to “keep rolling,” allowing the camera to stay with the live location and capture the activity around the scene.
By breaking the fourth wall, A New York Minute reveals the mechanics behind modern filmmaking. Crew members, equipment, direction, and timing enter the frame, shifting attention from the finished image to the process that creates it. Song brings members of her trusted filmmaking circle into the campaign, including Shabier Kirchner, cinematographer of Past Lives and Materialists, both shot in New York.
One film adds another layer to the narrative when Pidgeon’s character meets a fictional crew shooting a romantic comedy street scene. The moment expands the campaign’s self-aware structure, placing one production inside another. The rom-com protagonist carries the same Le City Bag as Pidgeon, creating a visual link between the two scenes. A later pan reveals another set, another crew, and Song herself as director, turning the short into a film within a film.
The campaign continues beyond the three main films through additional content captured by Piccioli, Monaris, and Zora Sicher. Balenciaga gathers this material on a dedicated Instagram account, @keeppprolling, which functions as a parallel space for the project. The account shows preparation, intervals, and aftermath from the shoot, focusing on the images that usually circulate privately among teams and talent.
The Balenciaga Le City, Le 7 Bowling, and Rodeo bags, along with the Fall 2026 Collection, are available now in select stores worldwide and on Balenciaga website.
