Pierpaolo Piccioli unveils his first campaign for Balenciaga, redefining feminine strength through intimacy

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Pierpaolo Piccioli unveils his first campaign for Balenciaga, exploring a new kind of femininity—more intimate, spontaneous, and emotional.

Less than three weeks have passed since Pierpaolo Piccioli debuted his first collection for Balenciaga, and the Italian designer now surprises with an inaugural campaign that signals a clear shift in aesthetic sensibility. Gone are the artifice and provocation of recent years: the new visual language embraces warmth, serenity, and a profoundly human beauty.

Photographed by David Sims, a frequent collaborator of Piccioli, the campaign was shot at the Hôtel de Maisons, the iconic 18th-century building once home to Karl Lagerfeld. Within that majestic setting, models Mona Tougaard and Sandra Murray embody the new Balenciaga woman—sensitive, self-assured, and far removed from excess.

One of the key pieces featured is the legendary City bag, originally launched in 2001 by Nicolas Ghesquière, which reappears here in a new context of refined restraint, underscoring Piccioli’s intention to honour the brand’s legacy without erasing it.

David Sims/Courtesy of Balenciaga

“I wanted to create something deeply personal, something that spoke of effortless beauty and delicate humanity,” explained the designer, who has made clear his desire to pay tribute to both Cristóbal Balenciaga and his predecessors.

According to the house, “the campaign captures an organic tension between youth and austerity, sophistication and spontaneity.” It is, without doubt, the inaugural portrait of a new era: a more emotional, tangible Balenciaga—one perhaps closer to the soul.

The campaign launches today, Tuesday, across the maison’s digital channels.

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