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.