Balenciaga has unveiled its first campaign under the creative direction of Pierpaolo Piccioli, reinforcing this transformative new chapter for the historic French fashion house. Following his recent runway debut, Piccioli introduces a visual campaign that reflects his signature sense of human emotion, softness, and understated power, qualities that now define the new Balenciaga woman.

Captured by photographer David Sims, the campaign is a study in intimacy and modern grace. Shot inside the Hôtel de Maisons–Pozzo di Borgo in Paris, and featuring two of the house’s most iconic bags – the Rodeo and Le City – the imagery presents models Mona Tougaard and Sandra Murray relaxing in natural moments, surrounded by the grandeur of 18^th-century architecture. The contrast of understated glamour within monumental settings reflects Piccioli’s evolving dialogue between strength and vulnerability.

“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,” said Pierpaolo 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.”

With his first collection, Piccioli defines a renewed femininity that is modern, wearable, and deeply emotional. Models are photographed wearing relaxed, ready-to-wear looks, a simple vest with jeans, a cropped T-shirt or a loose-fitting dress, paired with gold statement accessories. 

The Rodeo and Le City handbags take centre stage as emblems of continuity and reinvention. The Rodeo captures the ease of urban individuality, while Le City embodies timeless craftsmanship. Together, they bridge Balenciaga’s past with Piccioli’s forward-looking vision of purposeful luxury.

Under Piccioli’s creative direction, Balenciaga’s next era continues to emerge as one of reflection, intimacy, and quiet confidence.