Balenciaga’s new chapter isn’t easing in quietly. According to 25 Gramos, Pierpaolo Piccioli officially kicks off his tenure with a campaign that functions like a roll call of the house’s world — a tight, image-led statement about community, culture, and the faces that will help define what “Balenciaga” means next.
At the centre of it all is a new-house-intro move: Piccioli gathers ambassadors and friends of the brand and places them directly in front of the camera, photographed by David Sims. The article positions it as a “big entrance” moment — less about a single hero product, more about establishing who Balenciaga is speaking with (and to) in this new era.
The cast reads like a cross-section of global culture, spanning names from Winona Ryder to Roh Yoon-seo, and including Harris Dickinson, Danielle Deadwyler, Havana Rose Liu, Labirinth, Hudson Williams, Loli Bahia, and Mona Tougaard. The point isn’t just celebrity heat — it’s the signal that Balenciaga’s next language is built through a wide, contemporary community rather than one narrow scene.
Crucially, the images also tease what’s coming down the runway (or at least the direction of travel): early hints of modern silhouettes, shaped with classic house technique, and finished with light volumes — suggesting Piccioli is aiming for something that feels newly current while still anchored in the brand’s couture-grade construction.
Photos: Balenciaga