Bally’s Spring/Summer 2025 campaign, which was just unveiled, is a gorgeous blend of contemporary style and Swiss heritage. This time, the luxury brand transports us to Palm Springs, California, where the collection is photographed by famed American photographer Jack Pierson against the stunning backdrop of Frey House II. This mid-century treasure, which was first created in 1964 by Swiss architect Albert Frey, is the ideal backdrop for creative director Simone Bellotti’s most recent project.

Bellotti, who joined Bally in 2023 after 16 years of establishing Gucci’s style, presents the “Counterpoint 3” collection, an imaginative, Dadaist-inspired interpretation of traditional design. By playing with the notion of finding Switzerland in unexpected locations, this commercial demonstrates how creativity and tradition can cut beyond national boundaries.

“For centuries, Swiss pioneers have been drawn to the vast, healing landscapes of the Coachella desert. Its expansive, awe-inspiring terrain echoes the grandeur of the Alps,” the campaign release states.This concept is brought to life by Pierson’s photography, which skilfully manipulates light and shadow to evoke warmth, nostalgia, and authenticity.

The collection itself is a refreshing fusion of traditional sophistication and bold inventiveness. Footwear fans are in for a treat with distinctive styles like wedge-heel Mary Jane pumps and sleek perforated boat shoes—classic looks given a modern twist. Throughout the campaign, Swiss symbols are discreetly included to honour the brand’s history, from subtle flag touches to cowbells and alpine flowers.

Bally is releasing Jack Pierson’s “Bally,” a limited-edition linen-bound book, to go along with the ad. This unique article offers a close-up look at the creative process behind the ad and includes never-before-seen photos from the shoot.

The images’ creative team is similarly stunning. With styling by Charlotte Collet, models Patrick Lewis, Nuage Lepage, and Gracen Wilkins effortlessly add charm to the collection. Ben Grimes is in charge of casting, Matthieu da Rocha is the image director, and Studio Achermann is in charge of the campaign’s artistic direction.

Bally continues to make waves in the luxury fashion world, seamlessly blending craftsmanship with fresh innovation. Recently, the brand wowed audiences with sparkling ballet flats featuring delicate criss-cross straps and bold over-the-knee boots that turned heads during Milan Fashion Week.

With the Spring/Summer 2025 campaign, Bally proves once again that heritage and creativity can go hand in hand—no matter where in the world they may be found.