This inaugural Balenciaga ad campaign by Pierpaolo Piccioli introduces a new woman for Balenciaga — one defined by quiet strength, sensitivity, and self-possession. Captured in moments of ease across sunlit beds inside one of Paris’s most resplendent hôtel particuliers, l’Hôtel de Maisons—Pozzo di Borgo, she embodies a soft power — an elegance rooted in authenticity rather than artifice.

“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. 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,” said Pierpaolo Piccioli.

Models Mona Tougaard and Sandra Murray reinterpret modernity through the lens of humanity. Piccioli’s silhouettes — fluid yet architectural, intimate yet imposing— articulate a renewed femininity: modern, wearable, and deeply Balenciaga. Set against the 18th century grandeur of Grand Siècle architecture, these moments of natural repose redefine what strength looks like today.

At its heart, the campaign reaffirms two enduring emblems of the House: the Rodeo and Le City bags. Symbols of Balenciaga’s dual identity — effortless utility and refined allure — they are more than accessories; they are living codes of the brand’s evolution. The Rodeo reflects a spirit of urban ease and individuality, while Le City stands as a timeless expression of craft, attitude, and cultural relevance.

The campaign captures an organic tension between youth and austerity, sophistication and spontaneity — a luminous portrait of Piccioli’s belief in beauty as emotion.