Discover the spirit of Bally through the eyes of Creative Director Rhuigi Villaseñor as he voyages into Switzerland

Combining heritage and craftsmanship with a bold new vision, Rhuigi Villaseñor presents an interpretation of the brand’s Swiss origins. An exploration of the Bally Archive, along with his travels through Switzerland, inspire an homage to signature brand codes through a fresh lens.

Photographer Valentin Herfray, who often plays with one’s perception of reality in his work, captures this moment of change for Bally. The creative team is joined by fine art-influenced stylist Imruh Asha, and together they bring to life a series of elevated and at times unexpected scenes of Switzerland.

Whether it's an image of a model wearing an archival Bally scarf aboard a boat on a lake (complete with swan, of course) or a man wearing edelweiss flowers in his hair against an alpine background, every detail is carefully curated.

Whatever the scene, there is only one backdrop—Switzerland. Think pristine mountain landscapes, idyllic lakes, alpine flora and fauna, and a glimpse of what is to come.

We invite you to join us on this journey.