Photographer Valentin Herfray, who often plays with one’s
perception of reality in his work, captures this moment of change for Bally.
The creative team is joined by fine art-influenced stylist Imruh
Asha, and together they bring to life a series of elevated and at times
unexpected scenes of Switzerland.

Whether it's an image of a model wearing an archival Bally scarf
aboard a boat on a lake (complete with swan, of course) or a man
wearing edelweiss flowers in his hair against an alpine background,
every detail is carefully curated.

Whatever the scene, there is only one backdrop—Switzerland.
Think pristine mountain landscapes, idyllic lakes, alpine flora and
fauna, and a glimpse of what is to come.