Balenciaga introduces its first campaign under Creative Director Pierpaolo Piccioli, marking a new chapter for the house. Shot by David Sims, the imagery unveils a vision of modern femininity defined by quiet strength, softness, and authenticity. The campaign follows Piccioli’s runway debut and serves as the first expression of his creative language for Balenciaga.
Piccioli describes the project as deeply personal, emphasizing his collaboration with longtime friend and photographer David Sims. “For my first campaign for the House, I wanted to create something that felt truly personal and could tell a story of effortless beauty and delicate humanity,” he shared. David Sims captured Mona Tougaard and Sandra Murray in a series of portraits that express vulnerability and confidence in equal measure.
The campaign presents the new Balenciaga woman within the luminous interiors of l’Hôtel de Maisons–Pozzo di Borgo in Paris. Set across sunlit rooms and resting on unmade beds, the atmosphere conveys naturalness and intimacy. The women appear spontaneous and self-possessed, evoking a sense of grounded grace that aligns with Piccioli’s refined approach to design.
The campaign also reintroduces two of Balenciaga’s most recognizable accessories: the Rodeo and Le City bags. These designs serve as touchpoints between the house’s past and Piccioli’s direction for its future. The Rodeo conveys a sense of freedom and individuality, while Le City reflects the sophistication and confidence that have long defined Balenciaga.
In Piccioli’s hands, Balenciaga becomes a study of human emotion within monumental form. The setting, washed in natural light, transforms the women into both muses and mirrors, reflections of a renewed Balenciaga that values sincerity.
David Sims captures nuance and stillness in images that reflect intimacy and quiet strength. Through this collaboration, Pierpaolo Piccioli defines Balenciaga with sensitivity and purpose, linking its legacy to a more human future. The campaign celebrates a woman defined by presence. Within the grandeur of Parisian architecture, she exists as both muse and reflection, a living expression of Balenciaga’s new direction.
