Balenciaga has unveiled a new campaign starring pop star Katy Perry, the latest celebrity muse for the French luxury brand under recently appointed creative director Pierpaolo Piccioli.
The “On Repeat” campaign, photographed by Mitch Ryan, promotes the new-season Radar and Triple S.2 sneakers. It features Perry jumping rope in a minimalist gym studio. The updated Radar sneaker offers a streamlined silhouette with a 360-degree lacing system, while the Triple S.2 evolves the original chunky sneaker into a more technical design.
Perry described discipline as “self-respect” and “self-love,” noting that it doesn’t have to be rigid. Actress Yao Chen and soccer player Hugo Ekitike also appear in the campaign.
The release comes as Kering-owned Balenciaga seeks to maintain its edgy image under Piccioli, who replaced Demna as creative director last May. In its latest quarterly update, Kering reported sales of €3.9 billion ($4.5 billion), down 3% year-over-year, adjusted for currency fluctuations.
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