Summary:
- The Heart and Body campaign marks the first visual project under creative director Pierpaolo Piccioli.
- David Sims photographed the cast in a Paris atelier to showcase the Summer and Fall 2026 collections.
- The cast includes Winona Ryder and Harris Dickinson alongside several newly appointed brand ambassadors.
Balenciaga released its Heart and Body advertising campaign to define the aesthetic direction of the brand under Pierpaolo Piccioli. This project introduces the first group of ambassadors and house friends selected by the designer. The images serve as the primary visual reference for the Summer 2026 and Fall 2026 collections. These represent the debut designs Piccioli created for the fashion house. Photographer David Sims captured the images within a minimalist atelier in Paris. The brand describes this setting as a space where identity becomes clear and time stops.
The campaign features a diverse group of actors and models. Winona Ryder and Harris Dickinson lead the cast. Other participants include Roh Yoonseo and Danielle Deadwyler. Havana Rose Liu and Labrinth appear alongside Hudson Williams and Mona Tougaard. Loli Bahia and Ned Sims also join Sen Samysheva in the series of portraits. Piccioli states he chose these individuals for their unique histories and visible experiences. He focuses on human vulnerability rather than curated personas. The designer claims his work centers on how people inhabit clothing and move through the world. He intends for the garments to provide confidence without overshadowing the wearer. Piccioli believes the individual must wear the clothes instead of the clothes wearing the person. This approach aims to build a community where values dictate the aesthetic.
Winona Ryder expressed her perspective on the collaboration. She noted the ability of the house to operate differently by prioritizing authenticity. Ryder observed that Piccioli incorporates century old couture influences into modern designs. She find his connection between fashion and humanity appealing. The campaign photography utilizes both close up shots and wide angles. These compositions highlight the relationship between physical forms and textile materials. The images emphasize the volume of the garments. This visual language bridges the gap between traditional tailoring techniques and contemporary silhouettes.
The collection features structural elements that reference the archives of the house while introducing new proportions. Every subject portrays their own personality through the lens of Sims. The styling avoids heavy ornamentation to keep the focus on the construction of the pieces. This strategy aligns with the goal of Piccioli to create a sense of ease for the wearer. The campaign functions as a reset for the visual identity of the brand. It moves away from previous marketing strategies to focus on a studio based portrait style. By choosing an atelier as the backdrop, the brand highlights the craftsmanship behind the 2026 collections. The interaction between the cast and the space suggests a focus on the internal culture of the maison. This shift marks a transition in how the brand presents its high fashion concepts to the public.