Balenciaga’s first campaign under creative director Pierpaolo Piccioli introduces a fresh take for the storied brand. Captured by photographer David Sims, the campaign stars Mona Tougaard and Sandra Murray in a series of intimate portraits that feel warm, real, and quietly powerful.
Set against the ornate backdrop of Grand Siècle architecture, the models are shown reclining in bed, wrapped in white sheets and soft light. Each frame highlights Balenciaga’s signature bags, the Rodeo and Le City, reimagined as symbols of effortless style. The result is both luxurious and human, striking a balance between refinement and emotion.
Earlier this month, Piccioli unveiled his debut collection for Balenciaga during Paris Fashion Week, marking the beginning of a new era for the House. This campaign continues that story, trading theatrics for sensitivity and strength.
The mood is calm yet charged, inviting viewers to see beauty as something emotional rather than distant. Through relaxed poses and subtle expressions, Piccioli’s Balenciaga woman emerges as confident, soft, and self-assured.
