A new chapter unfolds at Balenciaga as Pierpaolo Piccioli unveils his first campaign for the house — a luminous portrait of quiet strength and emotional modernity.
Balenciaga’s first campaign under the creative direction of Pierpaolo Piccioli marks the beginning of a new era defined by intimacy, authenticity, and grace. Shot by David Sims within the sunlit interiors of Paris’s historic Hôtel de Maisons–Pozzo di Borgo, the campaign captures Mona Tougaard and Sandra Murray in moments of serene vulnerability — a study in contrasts between softness and structure, spontaneity and poise.
“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,” says Piccioli. “Working with my dear friend and artist, David Sims, made it even more special. Together, we captured Mona and Sandra as they are — spontaneous, real, soft yet strong — a reflection of the new Balenciaga woman and the beginning of a chapter that feels deeply meaningful to me.”
Through Piccioli’s lens, the Balenciaga woman emerges anew — defined not by extravagance, but by quiet confidence. His silhouettes—fluid yet architectural, intimate yet commanding—embody a renewed femininity that feels both timeless and distinctly modern.
Set against the opulent grandeur of 18th-century architecture, these moments of ease and contemplation offer a counterpoint to Balenciaga’s storied edge, revealing beauty rooted in humanity rather than spectacle.
At the core of the imagery are two icons of the House — the Rodeo and Le City bags. The Rodeo, with its effortless utility and urban spirit, reflects the evolution of individuality in motion; Le City, ever timeless, remains a symbol of craft, attitude, and enduring relevance. Together, they anchor Balenciaga’s dual identity: functional elegance intertwined with emotional resonance.
The campaign’s strength lies in its subtle tension — between austerity and youth, structure and sensitivity, control and freedom. It’s a declaration of Piccioli’s vision for Balenciaga: a house where emotion and craftsmanship converge, and where beauty once again feels deeply, unmistakably human.
