For Fall 2026, Balenciaga moves beyond the traditional campaign format and into cinematic storytelling. Launching on May 27, A New York Minute: Keep Rolling marks a new chapter for the House, directed by Oscar-nominated filmmaker Celine Song and bringing together fashion, film, and the unpredictable rhythm of city life.

At the centre of the campaign is acclaimed actor and friend of the House Sarah Pidgeon, appearing in her first collaboration with both Celine Song and Balenciaga Creative Director Pierpaolo Piccioli. Together, they transform Manhattan into a stage where reality and performance continuously blur.

Structured across three films, each exactly 60 seconds long and shot entirely in New York City, the campaign follows different moments of a single day, morning, afternoon, and evening. Throughout these scenes, Pidgeon moves through recognisable New York rituals: collecting dry cleaning, crossing crowded streets, and taking a cab home. Yet what initially appears spontaneous gradually reveals itself to be something else entirely, a precisely orchestrated production unfolding in public space.

Each chapter showcases pieces from Balenciaga’s Fall 26 Collection, including TechWear separates, Jet sneakers, Balenciaga | Manolo Blahnik footwear, Duchesse pumps, elevated outerwear, evening dressing, and three key accessories: the Le City, Le 7 Bowling, and Rodeo bags, presented in black leather.

But the campaign’s strongest narrative device lies in what happens after the scene appears complete. As filming pauses, Song instructs her crew to “keep rolling,” allowing the camera to capture moments beyond the scripted action. Production equipment enters the frame, creative teams become visible, and the mechanics behind image-making are deliberately exposed. The result is a campaign that breaks the fourth wall and turns fashion into something more observational and self-aware.

This layered approach continues throughout the films. In one sequence, Pidgeon’s character is interrupted by a fictional crew shooting a romantic comedy on a New York street, introducing another narrative inside the narrative itself. The scene expands again, revealing yet another production layer and Song directing from behind the camera. Even the romantic comedy’s protagonist carries the same Le City Bag as Pidgeon, creating subtle visual connections across realities.

Adding another personal dimension to the campaign is the involvement of Song’s longtime creative collaborators, including cinematographer Shabier Kirchner, known for both Past Lives and Materialists, each also filmed in New York. Their presence reinforces the campaign’s central idea: that image-making is collective, fluid, and constantly evolving.

The project extends beyond film through a dedicated Instagram account, @keeppprolling, where additional campaign content appears through imagery captured by Pierpaolo Piccioli alongside photographers Monaris and Zora Sicher. Rather than polished campaign visuals alone, the account reveals quieter moments, preparation, pauses between takes, and the atmosphere surrounding production.

And perhaps most fittingly for a campaign rooted in New York, its final layer exists outside Balenciaga’s control: photographs and videos captured in real time by passersby, becoming part of the campaign’s visual world themselves.

With A New York Minute: Keep Rolling, Balenciaga turns fashion into cinema, and the city into both set and subject