For the Fall 2024 ad campaign, Bally leans into a sophisticated duality, masterfully balancing the raw authenticity of youth culture with the polished precision of luxury fashion. Under the vision of creative director Simone Bellotti and the art direction of Matthieu da Rocha, the project utilizes a distinct split-composition layout that serves as a visual bridge between two worlds. The campaign juxtaposes candid, monochromatic documentary-style photography against vibrant, saturated color portraits, creating a rhythmic tension that feels both nostalgic and distinctly contemporary. Photographer Olivier Kervern captures this narrative through an editorial lens that utilizes natural light to emphasize texture and mood, from the intricate weave of knitwear to the sharp, industrial gleam of leather accessories. The work, aided by casting director Ben Grimes and the stylistic contributions of stylist Charlotte Collet, alongside hair by Anthony Turner and makeup by Lucia Pica, elevates the brand aesthetic through high-contrast editorial minimalism. By employing analogue film aesthetics and live-action techniques, the campaign avoids the sterility often found in modern luxury advertising, instead favoring a lived-in, human perspective. This approach effectively positions Bally not just as a provider of high-end goods, but as a curator of a lifestyle that finds beauty in the friction between the candid reportage of daily life and the curated elegance of the fashion studio.
