Balenciaga kicks off its Fall 2026 campaign, A New York Minute: Keep Rollingwith an Oscar-nominated director Celine Song behind the camera. The campaign stars an actor and friend of House Sarah Pidgeonmarking her first collaboration with Song and Creative Director Pierpaolo Piccioli. Shot entirely on location in Manhattan, the project takes shape over three films and places Balenciaga’s Le City, Le 7 Bowling and Rodeo bags at the center of the action.
The campaign follows an entire day in New York through morning, afternoon and evening scenes. Throughout the films, Pidgeon wears pieces from Balenciaga Fall 2026, including TechWear separates, Jet sneakers, Balenciaga | Manolo Blahnik and Duchesse pumps, evening, outerwear and the three bags in black leather.
The song builds the campaign around the tension between ordinary movement and staged imagery. Pidgeon’s character moves through the everyday situations of New York, and then each scene is laid out like a controlled film set. After a cut, Song tells her team to “keep rolling,” allowing the camera to linger on the live location and capture the activity around the scene.
Breaking the fourth wall, A New York Minute reveals the mechanisms behind modern filmmaking. Crew members, equipment, direction and timing enter the frame, shifting attention from the final image to the process that creates it. Song brings members of her trusted film circle to the campaign, including; Shabier Kirchnerhis cinematographer Past Lives and Materialistsboth filmed in New York.
One film adds another layer to the narrative when Pidgeon’s character meets an imaginary crew filming a romantic comedy street scene. The moment extends the structure of the campaign with self-awareness, placing one production within another. The rom-com protagonist carries the same Le City bag as Pidgeon, creating a visual link between the two scenes. A later issue reveals another set, another crew, and Song herself as director, turning the short into a film within a film.
The campaign continues beyond the three main films through additional content it has recorded Piccioli, Monarisand Zora for sure. Balenciaga aggregates this material on a dedicated Instagram account, @keepprollingwhich acts as a parallel space for the project. The account shows preparation, intervals and aftermath of the shoot, focusing on images that are usually circulated privately between crews and talent.
The Balenciaga Le City, Le 7 Bowling and Rodeo bags, along with the Fall 2026 collection, are now available in select stores worldwide and on the Balenciaga website.
