Antonin Tron introduces his first campaign for Balmain with L’heure du loup, a title that plays on the French phrase entre chien et loup. The expression refers to the hour when daylight fades and twilight begins, a hazy moment when forms shift and certainty gives way to suggestion. Tron uses that atmosphere to frame his debut collection for the house, Fall Winter 2026, which Balmain presented in Paris in March 2026.
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The campaign gives Tron’s first Balmain season a cinematic reading. It connects the collection’s strong silhouettes with the house’s savoir faire and traces a line back to Pierre Balmain’s haute couture maison, founded in 1945. Tron also brings his own references into view, especially the grit and glamour of 1980s neo-noir heroines. This mix gives the images a sharper sense of character, with women who carry mystery, sexuality and self-possession.
Spanish artist Suffo Moncloa photographs the campaign and brings his off-kilter portrait language to Balmain. His images place the collection inside a John Lautner mid-century sculptural home, whose architecture echoes Pierre Balmain’s modern approach to design. Tron uses the location to connect clothing, light and structure. The house gives the campaign a sculptural frame, while the changing glow of twilight sharpens the tension between darkness and luminosity.
Tron also references Pierre Balmain’s early fascination with women from Hollywood’s golden era. In L’heure du loup, that idea returns through a sequence of images that resemble film stills. Each frame suggests a larger story, with characters caught in pauses, glances and unspoken exchanges. The result draws from American and European cinema, with shadow, secrecy and a sense of knowing eroticism shaping the mood.
The protagonists wear key pieces from Fall Winter 2026, including leather aviator blazers, fil coupé dresses and draped blouses. Pronounced shoulders give the silhouettes authority, while draping adds sensuality and tension. Tron treats the body with structure and warmth, using couture-like opulence and embellishment to sharpen the collection’s femininity.
Stars of the campaign are models Abuk Yor, Stephanie Cook, Mariane Godoy, and Katherine Wilkey. In charge of creative direction was see see see studiom styling from Agata Belcen, set design by Spencer Vrooman, and production by White Dot Productions. Beauty is work of hair stylist Karim Belghiran, and makeup artist Karin Westerlund. Direction by Kerstijan Werdal, still life photography by Justin Leveritt.
