BEHIND THE STITCH: ALANI
June 21, 2024
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Luxury fashion house Balenciaga has launched its first campaign under new creative director Pierpaolo Piccioli, signalling a clear shift in brand tone and aesthetic.
Shot by renowned photographer David Sims and featuring models Mona Tougaard and Sandra Murray, the campaign was set within the historic Hôtel de Maisons–Pozzo di Borgo in Paris.
Where past Balenciaga campaigns leaned into disruption and maximalism, Piccioli’s debut highlights relaxed elegance and emotional resonance. In his own words:
“I wanted to create something that felt truly personal and could tell a story of effortless beauty and delicate humanity.” Smudge Report
Accessory fans will spot the legacy nods too: the Rodeo and Le City bags reappear, bridging the house’s past to its re-imagined future under Piccioli.
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