Bally’s authenticity and quiet confidence shines through its retro-chic Spring Summer 18 campaign.

Marking a reset, the campaign presents a refined sportswear aesthetic and consistent brand message which brings back the DNA of this characterful, luxury brand. The result is a powerful campaign, in which Bally’s authentic heritage and contemporary product speaks for itself. Featuring Australian born Charlee Fraser and debuting French-Canadian Marc-Andre Turgeon, the campaign opens up a new episode of storytelling which recalls Bally’s past recognition among urban street culture of the early 1980s. Relaxed poses dream up a subtle narrative of everyday existence. Stripped walls, scarce belongings and sparse furniture recall a carefree lifestyle from a previous era.

Shot in an empty London house, the campaign is art directed by Ben Kelway and captured by American photographer Colin Dodgson, with styling by longtime collaborator Jonathan Kaye. The campaign will launch globally on 30 January with a robust digital and social media strategy.