Published
October 21, 2025
Balenciaga unveiled on Thursday its first campaign under newly appointed creative director Pierpaolo Piccioli, marking the beginning of a new era for the French fashion house.
Balenciaga unveils Pierpaolo Piccioli’s first campaign. – Balenciaga
Following Piccioli’s highly anticipated runway debut earlier this month, the campaign is brought to life through still and moving portraits by photographer and longtime collaborator 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,” explained 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.”
Set within Paris’s Hôtel de Maisons–Pozzo di Borgo, the campaign captures models Mona Tougaard and Sandra Murray in moments of ease across sunlit beds. Piccioli’s designs, fluid yet architectural, intimate yet imposing, reinterpret Balenciaga’s codes through a renewed femininity that is both modern and wearable, embodying a new form of strength, sensitivity and self-possession.
The Rodeo and Le City bags anchor the visual narrative, symbolizing the brand’s enduring dialogue between utility and allure. The Rodeo expresses a spirit of urban ease and individuality, while Le City remains a timeless expression of craft and attitude. Together, they bridge Balenciaga’s past innovations with Piccioli’s renewed vision of intimacy and purpose.
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