Where Alpine Heritage Meets Desert Modernism: Bally Redefines Swiss Luxury in SS25 Campaign
By Fashion Editorial Staff
Bally’s Spring-Summer 2025 campaign merges the minimalism of Palm Springs modernism with an energetic, desert-dwelling cast, celebrating Swiss heritage in a reimagined landscape.
Switzerland In America
Simone Bellotti’s third collection for Bally, Counterpoint 3, unfolds against the backdrop of Frey House II—Swiss-born architect Albert Frey’s 1964 masterpiece nestled in California’s Coachella Valley. The inherent minimalism of the desert collides with Bellotti’s vision of Alpine attire, effortlessly blending the timeless elegance of the Swiss Alps with the leisure of the American West.
Shot by American photographer Jack Pierson, known for his emotionally charged style, the campaign features models Patrick Lewis, Nuage Lepage, and Gracen Wilkins. In each frame, they embody the renegade spirit of the collection, captured in moments of raw, unfiltered beauty.
Dada Influence
Bellotti’s exploration of Dadaism reaches its apex in this collection, reinterpreting Swiss artistic traditions through a rebellious lens. Originating in Switzerland with Hugo Ball’s Cabaret Voltaire, Dadaism challenged artistic norms through irrationality. Bellotti channels this subversive energy by combining unexpected materials and reimagining Swiss iconography.
A floral-print dress with architectural peplum details evokes mid-century couture’s structured femininity while remaining resolutely modern. Elsewhere, a dramatic leather coat with exaggerated proportions creates a striking silhouette against Frey’s angular architecture. Menswear embraces transparency and vulnerability—illustrated by a red mesh top paired with classic denim—offering a powerful visual tension as the model emerges from the infinity pool.
Historic Architecture
Albert Frey, like Bally, infused his Swiss roots into his Desert Modernism, characterized by minimalism and a harmonious relationship with the natural environment. This ethos mirrors Bally’s own design philosophy: a perfect balance of precision and fluidity.
The structured blue handbag offers a vibrant contrast to the earthy tones that dominate both the collection and the surrounding landscape. Studded Mary Jane wedges make a bold, subversive statement, complementing the campaign’s architectural narrative.
Swiss Heritage, Reimagined
As Bally approaches its 175th anniversary, Bellotti’s forward-thinking interpretation of the brand’s heritage stands out. Accompanying the campaign is a limited-edition, linen-bound photo book—Bally by Jack Pierson—featuring exclusive images from the shoot and cementing Bellotti’s artistic vision for the house.
The SS25 campaign is a powerful declaration of ongoing reinvention. Set against the stark beauty of the desert and the luxurious aura of Palm Springs, it offers a new definition of luxury—one where a true sense of place is forged in unexpected territories. Through this campaign, Bally demonstrates that genuine heritage evolves, finding its most profound expression in the most unlikely of landscapes.
