For Spring Summer 2025, Bally ventures beyond the Swiss Alps, tracing the quiet elegance of its heritage to the sun-scorched serenity of the Coachella Valley. Photographed by Jack Pierson and styled by Charlotte Collet, the campaign unfolds within the stark yet cinematic beauty of the Californian desert—an unexpected yet seamless counterpart to Switzerland’s dramatic landscapes, bound by a shared sense of solitude, scale, and unspoken grandeur.

At the center of this visual dialogue is a mid-century modern masterpiece: the Albert Frey House II, a 1964 architectural icon where structure and nature exist in perfect equilibrium. Much like Bally’s design ethos, the home’s crisp geometry and organic integration mirror the collection’s precise tailoring, fluid silhouettes, and effortless refinement. Models Patrick Lewis, Nuage Lepage, and Gracen Wilkins embody this refined ease, moving through Frey’s sunlit interiors and the vast desert terrain. Linen suiting drapes softly against jagged rock formations, crisp cotton shirting contrasts with desert flora, and sleek, vintage-tinged styling harmonizes with the architectural lines—each frame capturing a moment of quiet luxury in motion.

Subtle echoes of Bally’s Swiss origins punctuate the narrative, with vintage landscape postcards interwoven into the imagery, a nod to the brand’s unwavering connection to its roots while embracing a broader, borderless perspective. Under Simone Bellotti’s creative direction, the house distills its legacy into a contemporary vision, where heritage and modernity converge in an ever-evolving exploration of place, memory, and movement. The result is a campaign of effortless sophistication—worldly, introspective, and infinitely in motion.