Shot by Jack Pierson, the Bally Spring/Summer 2025 campaign unfolds in the sun-drenched Coachella Valley, just outside of Palm Springs, California. The setting—an architectural masterpiece designed by Swiss modernist Albert Frey in 1964—serves as more than just a backdrop. Frey’s signature fusion of structure and landscape, where glass walls dissolve the boundary between indoors and outdoors, echoes the central theme of Bally’s latest collection: a delicate interplay between heritage and evolution, restraint and liberation.
Postcards featuring idyllic Swiss landscapes punctuate the campaign, an overt yet poetic nod to the maison’s origins. These images act as visual footnotes, reinforcing Bally’s Swiss roots while emphasizing the brand’s defiance of rigid borders—both geographic and conceptual. Founded in 1854, Bally’s heritage is undeniable but, rather than confining itself to the past, the brand embraces transformation.
This philosophy of freedom is woven into the very fabric of the Spring/Summer 2025 collection. Inspired by the Dada movement—which started in Switzerland with sound-poetry author Hugo Ball—creative director Simone Bellotti pondered on the dichotomy between tradition and modernity. References to Ball’s artistic revolution are made in cocooning silhouettes and ruffle peplums—the same now transported to a desert-like environment.
Bally thrives in contradiction. Like Dadaism, which sought to dismantle artistic norms, the collection questions the rigidity of heritage while honoring its essence. The campaign’s mise-en-scène reflects this duality, where the stark modernity of Frey’s architecture and the surrounding wilderness provide a fitting stage for Bally’s latest evolution.
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Words by Pedro Vasconcelos
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