The first campaign of the 'new' Bally by Simone Bellotti

Bally recently presented its new FW23 campaign - the first signed by new Design Director Simone Bellotti. The shots, shot by the legendary Alasdair McLellan, are set at Villa Heleneum, home of the Bally Foundation for Art and Culture, on the picturesque Lake Lugano in Switzerland. The aesthetic of the campaign, which foreshadows the general course that will follow Bellotti's debut collection that we will see on the catwalk in Milan very soon, underlines Bally's commitment to keeping alive its DNA as a historic Swiss luxury brand. The images captured by McLellan portray Roy Wang, Bally's Global Brand Ambassador, among others, in an atmosphere evoking the innocence and purity of youth.

The dresses are distinguished by their classic lines and patterns, enriched with details inspired by the brand's historical archives. The warm, nostalgic colour palette embraces the softness of wool knitwear and shearling, together with the relaxed ease of denim and leather. Completing the looks are hand-crafted Scribe shoes and accessories that pay homage to the tradition of luxury craftsmanship that has made Bally a Swiss icon in the fashion world. All that remains, therefore, is to await the catwalk debut of Simone Bellotti's 'new' Bally, which will be one of the highlights of Milan Fashion Week starting next 19 September.