Balenciaga has officially unveiled its highly anticipated ‘Heart and Body’ campaign, its first under Creative Director Pierpaolo Piccioliwhich marks the beginning of a distinctly new visual era for the Parisian house. The campaign, which released globally on February 17, marks more than a seasonal launch. Instead, it functions as a manifesto.
At its core, ‘Heart and Body’ introduces Piccioli’s philosophy to Balenciaga: focus on individuals rather than constructed personas, and frame individuality not as isolation, but as community.
Photographed by David Simsthe campaign introduces two collections:Summer 2026: The heartbeat And Fall 2026: Body and Being. Crucially, these collections are not positioned as abstract fashion statements, but as garments animated by real presence. They are shown as lived, responsive and shaped by the people who wear them.
A new chapter: Individuals over personas
From the start, Piccioli made his intention unmistakable: “I chose individuals, not characters.” That distinction determines the tone of the campaign. Instead of casting archetypes or stylized roles, he selected figures whose identity extends beyond the image. The images take place in a Parisian studio and put material, skin, posture and emotion in the foreground. Clothing interacts with the body; it does not dominate it.
The campaign therefore avoids a theatrical story. There are no exaggerated backgrounds or fictional worlds. Instead, bold architectural compositions and grid arrangements feel intimate and human-scale. The result emphasizes mutual respect, sensitivity, strength and freedom, values that bridge the diverse cast. In doing so, Piccioli subtly reformulates what power looks like at Balenciaga.
Star-studded ambassadors and friends of the House
The campaign is spearheaded by an impressive number of brand ambassadors. Iconic American actor Winona Ryder brings generational depth and cultural resonance. She is joined by the British actor and director Harris Dickinson and South Korean star Ro Yoonseoeach with a clear global appeal. They are supplemented by Friends of the House, including composer Labrinthactors Danielle Deadwyler And Havana Rose Liuand models Mona Tougaard And Loli Bahia.
One of the notable additions to the campaign is a Canadian actor Hudson Williamsrecognized for his breakthrough role in Heated rivalry. Williams described his participation as deeply personal, noting that Piccioli’s vision extends beyond aesthetics to include identity and self-expression.
Collectively, this casting transforms the campaign from a showcase into a conversation. Rather than selling a uniform image, Balenciaga positions itself as a cultural community, united by authenticity rather than conformity.
From Valentino romance to Balenciaga restraint
If “Heart and Body” feels like a tonal recalibration for Balenciaga, that perception is intentional. Before joining Balenciaga, Piccioli spent years shaping Valentino’s contemporary identity. Over time, he became synonymous with saturated color, couture craftsmanship and cinematic romance. His tenure emphasized emotional storytelling, inclusivity and grandeur, often expressed through dramatic silhouettes and vibrant palettes.
However, Balenciaga speaks a different language.
Founded by Cristobal Balenciaga in 1917, the house was long defined by architectural precision and sculptural discipline. In recent years it has been under DemnaThe image tended towards provocation and cultural commentary. Now Piccioli seems to be drawing a conscious line. He honors Balenciaga’s structural accuracy while softening its emotional temperature.
The shift is subtle yet significant.
Where Valentino under Piccioli embraced spectacle, his first Balenciaga campaign embraces intimacy. The studio setting ensures that there are no distractions. There are no elaborate stories, just raw space, posture, lighting and clothing construction. It’s a reminder that Balenciaga’s authority has always rested on form and technique, not noise.
Images that speak to body and being
David Sims’ lens situates the cast in a studio environment that feels suspended in time, almost heterotopic. Architecture and raw materials frame the human figure rather than compete with it. Continuous video portraits and grid sequences introduce rhythm and reinforce the idea that garments and bodies shape each other in equal measure.
The title of the campaign itself, Heart and Body, underlines this exchange. The ‘heart’ gestures towards emotion and inner life; the ‘body’ anchors the physical presence and the material form. Together they suggest that fashion is not an armor or a mask, but an extension. Clothing becomes an echo of human expression.
What it means for the future of Balenciaga
Following the high-profile appointment of Piccioli in 2025, after a decade formed by Demna, this campaign heralds a recalibration. Instead of leaning on spectacle, “Heart and Body” repositions Balenciaga toward humanism and personal resonance. It reframes luxury not as distance, but as dialogue. By foregrounding individuals from different generations and disciplines, the house heralds a new chapter, one rooted in shared values rather than shock value.
The Summer 2026 Collection is now available in select Balenciaga boutiques worldwide and online, offering the first tangible glimpse into the aesthetic language of this era. If this debut is any indication, Piccioli’s Balenciaga won’t be giving up power. Instead, it will redefine it as quieter, more personal and more deeply connected to the body itself.
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