Bally Fall 2024 Ad Campaign

Review of Bally Fall 2024 Ad Campaign by Art Director Matthieu da Rocha and Photographer Olivier Kervern

Bally explores echoes between fashion past and fashion present with its Fall 2024 campaign. The dual-spirited campaign pairs new work by documentary photographer Olivier Kervern with archival photographs by artist Karlheinz Weinberger.

Kevern’s images were lensed backstage at the house’s runway show and at the the 17th century Palazzo Serbelloni in the center of Milan, where they are seen with a spontaneous, candid perspective.

These intimate full-color shots are juxtaposed with historic photographs by the Swiss artist Karlheinz Weinberger, a key seasonal inspiration that evoke a sense of urban revelry and an alternative community of Swiss subcultures. Weinberger’s black-and-white snapshots of Zurich in the early 60s reveal characters at the crossroads of European tradition and a new punk energy, where denim, leather, shearling, and chunky knitwear are suffused with youthful panache.

Together, these two sets of images form a testimony to and celebration of what changes and what stays the same. It’s a clever and visually striking approach that feels full of emotional narrative connection, and points to a Swiss identity while being universally welcoming.

Fall 2024 is just the second collection under the tenure of the house’s new creative director Simone Bellotti. Understandably, he’s been off to a safe start, blending archival references with simple contemporary sophistication. This campaign finds exciting meaning and energy in this conversation, and has us excited for his new direction to continue.