Pierpaolo Piccioli’s first collection for Balenciaga, as the house’s new Creative Director, centered around the theme of shared humanity with its heartbeat theme. Piccioli incorporates this humanness—and garments from the season—into the maison’s new campaign. The campaign also reveals the celebrities he has selected to be Brand Ambassadors and Friends of the House. 

“I chose individuals, not characters,” says Piccioli. “Human beings with distinct stories, faces marked by experience, vulnerability, and nuance. I was not looking for constructed personas, but for real presence. At the center of Summer 26 is the creation of a new community—different, yet connected by shared values: respect, sensitivity, strength, freedom. Not sameness, but resonance.”

The new Balenciaga ambassadors include Oscar-nominated Actress Winona Ryder, actor and director Harris Dickinson and actress and long-time Balenciaga collaborator Roh Yoonseo. As for friends of the house, an impressive lineup includes actor Hudson Williams, composer Labrinth and actors Danielle Deadwyler and Havana Rose Liu. Models named as Friends of House include Mona Tougaard, Loli Bahia and Balenciaga exclusive models Ned Sims and Sen Samysheva.

According to Piccioli, his “work in this Maison is always about the people who wear the clothes—how they move, how they feel, how they exist in the world. I want the garments to bring ease and confidence, never to overpower. The person wears the clothing, not the opposite. For me, this campaign is about creating a space where individuality forms community and values shape the aesthetic.” 

The campaign was photographed by David Sims. With the campaign’s release, the Balenciaga Summer 26 collection is available in stores and online at Balenciaga.com.