PHOTO COURTESY OF BALENCIAGA
Shot by David Sims, Balenciaga’s new Heart & Body campaign marks a pivotal movement. The image series sets the tone for Pierpaolo Piccioli’s debut collections: Summer 26, The Heartbeat, and Fall 2026, Body and Being. At the same time, it introduces the first brand ambassadors and Friends of the House under the new creative director.
“I chose individuals, not characters,” Piccioli explains. Indeed, he focuses on human beings with distinct stories. For example, at the centre of Summer 26 lies the idea of a new community. However, this community thrives on shared values of respect, sensitivity, strength and freedom, rather than sameness.
Amongst this new guard stands Friend of the House, Hudson Williams. The Canadian actor, known for his breakout role in the television series Heated Rivalry, brings quiet magnetism to the frame. At 25, he channels an authenticity that reflects Piccioli’s vision. He appears alongside a cast spanning generations and disciplines.
PHOTO COURTESY OF BALENCIAGA
New Balenciaga ambassadors include acclaimed actors Harris Dickinson, Winona Ryder and Roh Yoonseo. They join other Friends of the House, actors Danielle Deadwyler and Havana Rose Liu, as well as composer Labrinth. Meanwhile, models Mona Tougaard, Loli Bahia, Ned Sims and Sen Samysheva complete the lineup.
PHOTO COURTESY OF BALENCIAGA
Sims captures them in exquisitely crafted ready-to-wear that fuses modern silhouettes with classic Balenciaga technique. Volume meets lightness while austerity yields to movement. Close-up portraits and candid interviews unfold beneath looping sonic overlays, creating an atmosphere that feels authentic and unfiltered.
“My work in this maison is always about the people who wear the clothes,” Piccioli says. Here, garments never overpower. Instead, they move with the body, allowing individuality to take the lead. Ultimately, Balenciaga positions individuality as the true foundation of community in the Heart & Body campaign.
