Balenciaga is ushering in a new era of brand representation with a significant roster of ambassadors and “friends of the house,” unveiled . The appointments, the first under creative director Pierpaolo Piccioli, signal a shift towards a more personality-driven approach to luxury marketing.
Leading the charge are actors Winona Ryder and Harris Dickinson, alongside Korean actress Roh Yoonseo. These three will serve as official brand ambassadors, fronting the house’s Spring 2026 campaign, already shot by David Sims. The selection of Ryder, a cultural icon known for her roles in films like Beetlejuice and Girl, Interrupted, marks a notable return to the spotlight for the actress in a fashion context.
Piccioli described his choices as a deliberate move away from constructed personas, stating, “I chose individuals, not characters. Human beings with distinct stories, faces marked by experience, vulnerability and nuance. I was not looking for constructed personas, but for real presence.” This sentiment underscores a broader industry trend towards authenticity and relatability in celebrity endorsements.
Beyond the core ambassadors, Balenciaga has also designated seven individuals as “friends of the house.” This group includes American actors Danielle Deadwyler, known for her performance in The Woman in the Yard, and Havana Rose Liu, who starred in Bottoms. British musician Labrinth, Canadian actor Hudson Williams (of Heated Rivalry), and models Mona Tougaard, Loli Bahia, Ned Sims, and Sen Samysheva complete the expanded roster.
The announcement arrives as a comprehensive unveiling, eschewing the typical drip-feed of ambassadorial announcements favored by many luxury brands. This strategy suggests Balenciaga’s intent to establish a cohesive and impactful brand identity under Piccioli’s leadership. The simultaneous release of the campaign imagery further reinforces this message.
The choice of Hudson Williams, a rising actor, demonstrates Balenciaga’s interest in cultivating relationships with emerging talent. While details about his specific projects remain limited, his inclusion alongside established stars like Ryder and Dickinson positions him as one to watch within both the entertainment and fashion spheres.
The campaign, titled “Heart and Body,” aims to build a new community centered around shared values of “respect, sensitivity, strength, and freedom,” according to Piccioli. This emphasis on values aligns with a growing consumer demand for brands that demonstrate social responsibility and cultural awareness.
Balenciaga’s move to assemble such a diverse group of ambassadors reflects a broader industry shift towards inclusivity and representation. The inclusion of Roh Yoonseo, a prominent figure in Korean entertainment, signals the brand’s ambition to expand its global reach and appeal to new audiences.
The appointments come at a pivotal moment for Balenciaga, as Piccioli continues to define his vision for the house following his appointment. The selection of these ambassadors and friends of the house is a clear indication of the aesthetic and values that will shape the brand’s future direction. The emphasis on “real presence” and authentic storytelling suggests a departure from the more overtly provocative marketing strategies that characterized some of Balenciaga’s previous campaigns.
The fashion world will be watching closely to see how these new faces translate into commercial success and further solidify Balenciaga’s position as a leading luxury brand. The Spring 2026 campaign, featuring the full roster of ambassadors, is expected to generate significant buzz and set the tone for the season.
