The maison unveils Heart and Body, a David Sims-shot campaign marking Pierpaolo Piccioli’s debut and redefining Balenciaga’s contemporary identity
Balenciaga enters a new creative chapter with the launch of Heart and Body, the campaign officially introducing the first ambassadors and Friends of the House appointed under the artistic direction of Pierpaolo Piccioli. The project frames his debut collections for the house — Summer 26: The Heartbeat and Fall 26: Body and Being — offering a reflection on community, identity and authentic presence in contemporary fashion.
Among the central figures are Winona Ryder and Hudson Williams, joined by British actor Harris Dickinson and South Korean actress Roh Yoon Seo, forming a cast that balances legacy, youth and cultural diversity. The selection moves away from constructed archetypes in favour of individuals with distinct stories. Piccioli has emphasised that he sought “people, not characters” — faces shaped by experience, vulnerability and nuance.
Photographed by David Sims inside a Parisian atelier, the campaign positions its protagonists within a suspended, almost timeless setting. Geometric compositions and raw canvas backdrops create an architectural atmosphere where clothing interacts with the body without overpowering it. The visual narrative extends through video and sound fragments, forming a collage of voices that reinforces the idea of exchange and collective resonance.
The wardrobe merges modern silhouettes with Balenciaga’s technical codes, prioritising volume, freedom and structural lightness. Rather than eclipsing the wearer, the garments function as extensions of identity. Piccioli insists the aim is for the person to wear the clothes — not the reverse — advancing a vision where confidence stems from comfort and authenticity.
With Heart and Body, Balenciaga signals not just a shift in direction, but a deeper redefinition of contemporary luxury: less performance, more personhood.
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