Balenciaga First Campaign By Pierpaolo Piccioli

On October 21st, 2025, following Pierpaolo Piccioli’s runway debut as Balenciaga’s Creative Director, a new era unfolds through still and moving portraits by photographer David Sims, a longtime collaborator and kindred eye.

“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. 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,” said Pierpaolo Piccioli.

This inaugural campaign introduces a new woman for Balenciaga — one defined by quiet strength, sensitivity, and self-possession. Captured in moments of ease across sunlit beds inside one of Paris’s most resplendent hôtel particuliers, l’Hôtel de Maisons—Pozzo di Borgo (51 rue de l’Université, 7th arrondissement), she embodies a soft power — an elegance rooted in authenticity rather than artifice.

Models Mona Tougaard and Sandra Murray reinterpret modernity through the lens of humanity. Piccioli’s silhouettes — fluid yet architectural, intimate yet imposing — articulate a renewed femininity: modern, wearable, and deeply Balenciaga. Set against the 18th-century grandeur of Grand Siècle architecture, these moments of natural repose redefine what strength looks like today.

The campaign captures an organic tension between youth and austerity, sophistication and spontaneity — a luminous portrait of Piccioli’s belief in beauty as emotion.

At its heart, the campaign reaffirms two enduring emblems of the House: the Rodeo and Le City bags. Symbols of Balenciaga’s dual identity — effortless utility and refined allure — they are more than accessories; they are living codes of the brand’s evolution. The Rodeo reflects a spirit of urban ease and individuality, while Le City stands as a timeless expression of craft, attitude, and cultural relevance. Together, they anchor the narrative — linking Balenciaga’s past innovations with Piccioli’s renewed vision of intimacy and purpose.

Embodying the esprit de Paris and the savoir-faire that define the Maison, the campaign celebrates human presence within monumental form. Here, natural light reveals a woman who is both muse and mirror — the new face of Balenciaga’s evolving soul.