Rosalía fronts the new New Balance 204L campaign, a feminine yet athletic silhouette blending heritage and modernity in ‘Sea Salt’ and ‘Linen’ tones.
Rosalía returns to her roots with New Balance, strengthening a partnership that has become part of her public identity. The Spanish artist leads the new campaign for the 204L, a silhouette that introduces a more feminine perspective within the brand’s classic universe.
Photographed by Renell Medrano, a long-time collaborator of the label, the campaign embraces a clean and delicate aesthetic. In the images, Rosalía pairs the trainers with a flowing white skirt and a quarter-zip top, building a visual narrative that merges sport and femininity without falling into cliché. The result is a balance that mirrors her own artistic journey: tradition reinterpreted through disruption.
The new 204L arrives in an ivory iteration featuring wavy detailing and ribbon-style laces. The “Sea Salt” and “Linen” colourway lends an almost ethereal softness, moving away from a purely technical approach towards a more stylistic dimension. Scalloped edges evoke ruffles and lace, adding a subtle, coquettish touch to a silhouette that fundamentally retains its athletic DNA.
In the official statement, Rosalía explained: “What drew me to the 204L is its balance between heritage and progression. It’s polished, yet disruptive. From the beginning, debuting the 204L alongside the announcement of my ambassadorship with New Balance felt like a natural extension of our shared vision.”
The campaign does more than introduce a new trainer; it consolidates an aesthetic. At a time when sports luxury continues to redefine its codes, the 204L proposes a femininity that does not sacrifice functionality. It is neither nostalgia nor futurism, but a synthesis.
The new New Balance 204L is now available on the brand’s official website and at selected retailers.
