Balenciaga has rolled out a new season campaign featuring Bella Hadid, with coverage circulating across fashion media. The visual narrative marks a moment in the label’s ongoing collaboration with the public eye, highlighting a shift in design language for the season. Observers note that the shoot centers on the fall collection while showcasing a new accessory that has quickly become a talking point among enthusiasts.
In the campaign imagery, Bella Hadid appears styled to convey a bold, contemporary attitude. The visuals emphasize a statement accessory that accompanies the collection, signaling Balenciaga’s continued interest in transforming heritage forms into modern silhouettes. The imagery blends a mix of bold styling and refined materials to communicate a sense of immediacy and forward momentum within the label’s seasonal storytelling.
Key to the presentation is a reinterpreted bag that Balenciaga creative director Demna Gvasalia describes as a fresh evolution of the house’s Hourglass lineage. The new Crush bag arrives with distinctive curvature and angular accents, offering a streamlined profile that aligns with the brand’s fearless approach to form. The accessory is presented with multiple strap options in metallic tones and leather, allowing for personalized styling across various looks.
Details shared by Balenciaga indicate the Crush bag will be available in sizes ranging from small to large, with colorways including classic black, ivory or white, soft pink, vivid green, and metallic silver. This palette highlights the label’s willingness to explore a spectrum of finishes that suit both day and evening wear.
Beyond Bella Hadid, the campaign also features a diverse roster of models and performers, expanding the brand’s cross-cultural appeal. Names on the cast include Lina Zhang, Aya Nakamura, Inti Wan, Abdou Diop, and Zuo Chen, illustrating Balenciaga’s ongoing commitment to global representation in its campaigns and fashion storytelling.
Earlier promotional material for the season hinted at a transformative, tech-forward concept, with Hadid appearing in teaser formats that aligned with an NFT-oriented initiative. The teaser imagery suggested a futuristic aesthetic, underscoring Balenciaga’s interest in bridging fashion with digital culture while keeping the focus on craft, materiality, and silhouette in the main campaign materials. This approach resonates with a broader industry trend toward expanding brand narratives beyond traditional runways and print media, inviting fans to engage through multiple channels and experiences.
As retailers await the full rollout, Balenciaga’s Fall collection continues to be positioned as a versatile lineup that invites experimentation with texture, color, and shape. Observers expect the new Crush bag to appear in flagship stores and select boutiques, with availability varying by market. The accessory’s design language—curved edges meeting sharp geometry—echoes the brand’s ongoing penchant for sculptural forms that define its seasonal identity and influence contemporary fashion conversations. In addition to physical stores, the collection is likely to be showcased in editorials and digital campaigns that amplify the campaign’s visual impact and reach a broad audience across North America and beyond.