Oscar-nominated filmmaker Celine Song directs the newest campaign of the Spanish house, while acclaimed actress Sarah Pidgeon appears in a quintessential New York City stroll, capturing the restless energy and layered identity of the city that never sleeps. Under the name A New York Minute, the campaign explores the idea that one minute in New York can contain almost as much as a Balenciaga bag itself — fleeting encounters, movement, spectacle, and contradiction compressed into a single passing moment.
In a setting that is reminiscent of the urban, effortless sophistication of Love Story and with the protagonist of the series and New York's newest style icon, Sarah Pidgeon herself, embodying Pierpaolo Piccioli and Celine Song's creative vision, Balenciaga's new campaign inhabits the fine line between a carefully curated production and the inherent and natural allure of real-life interactions. Though seemingly simple, the three short films that form part of it unfold as a metanarrative expanded through additional content captured by Piccioli himself, as well as photographers Monaris and Zora Sicher.
Shared via the dedicated Instagram account keeppprolling, the project offers a more intimate and layered perspective on the campaign’s world. After each cut, Song instructs the crew to “keep rolling,” allowing the camera to capture spontaneous moments and fragments of real city life. By breaking the fourth wall, the campaign reveals the mechanics of contemporary filmmaking while blurring the line between constructed imagery and reality.
Shot entirely in Manhattan — as versatile as its people and lifestyle — the Fall 2026 campaign highlights the Le City, Le 7, Bowling, and Rodeo bags alongside key pieces from the new collection, all available in selected stores worldwide. Featured throughout the short films are TechWear, Jet sneakers, Balenciaga | Manolo Blahnik and Duchesse pumps, and evening and outerwear, all styled alongside the House’s coveted black leather bags.
