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Less than three weeks after presenting his debut collection for Balenciaga, Pierpaolo Piccioli has launched his first campaign for the brand. Unlike the strict, experimental aesthetics of the Demna era, the new campaign embraces a warmer, more relaxed style while featuring two key handbags from previous designers, reports WWD.

Photographer David Sims, a frequent collaborator of Piccioli, shot the campaign at Hôtel de Maisons on Paris’s Left Bank—the former home of Karl Lagerfeld. Models Mona Tougaard and Sandra Murray are the central figures.

In one sunlit image, a barefoot Tougaard lounges on a bed in a crop top and loose Bermuda shorts from the Spring 2026 collection. Next to her rests the Rodeo bag, originally designed by Demna, adorned with charms and the model’s initial. The campaign also highlights the iconic Le City bag, introduced in 2001 by Nicolas Ghesquière, bringing the enduring “It” accessory back into the spotlight.

“I wanted to create something personal that tells a story of effortless beauty and delicate humanity,” Piccioli said. “Sims captured Mona and Sandra as they are—spontaneous, real, soft, yet strong—a reflection of the new Balenciaga woman and the beginning of a meaningful chapter for me.”

The fashion house added: “Set against the grandeur of 18th-century architecture, these moments of natural ease reinterpret what strength looks like today. The campaign presents an organic tension between youth and austerity, sophistication and spontaneity—a luminous portrait of Piccioli’s belief in beauty as emotion.”

Piccioli, who spent most of his career at Valentino, emphasized that he does not intend to erase the legacy of previous designers, particularly founder Cristóbal Balenciaga, whose signature silhouettes he has reimagined with new romantic and sculptural forms.

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