Sarah Pidgeon in Balenciaga’s A New York Minute: Keep Rolling campaign with the Le City bag. All imagery courtesy of Balenciaga.
After playing the well-coiffed Carolyn Bessette Kennedy on Love Story, Sarah Pidgeon proves that her New York fashion It-girl status is in no danger of being revoked. Who wouldn’t love trouncing around the city with her—picking up dry cleaning, running to meetings, grabbing a cab home from dressy drinks and dinner? It’s nothing short of a daydream.
And now, it’s reality. In Balenciaga’s latest campaign film, A New York Minute: Keep Rolling, anyone can spend a day by Pidgeon’s side. Through three videos spanning the morning, afternoon, and night, written and directed by Past Lives and Materialists director Celine Song, the two women visualize snippets of a quintessential day in the city, accompanied by Balenciaga’s Le City, Le 7 Bowling, and Rodeo bags. In one sequence, Pidgeon is halted by a film crew shooting a romantic comedy—only for that production to reveal itself as yet another layer of Song’s cinematic nesting doll.
At large, it’s another dreamy campaign from creative director Pierpaolo Piccioli, who, a year into his leadership at the house, has reworked the Balenciaga woman into one of quiet strength and easy, authentic practicality.
After the New York minute is up, and Song yells “Cut!,” the cameras keep rolling, capturing the hectic city life that sets the backdrop for the mini-movies. Pigeon smiles, laughs, and winks at the camera; this is her life as much as it is that of everyday Manhattanites’, just with a rather alluring accessory in-tow.
Off-set, Balenciaga continues to break the fourth wall with its secret @keeppprolling “finsta” Instagram account, where the house posts behind-the-scenes photos and videos of the day’s revelry. The campaign has even extended off the screen and into the streets, with a coffee pop-up at print institution Iconic Magazines.
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