Bally celebrates its legacy of craft with the Plume for Spring/Summer 2024, a genderless style inspired by the Swiss House Archives. The loafer — named ‘Plume’ for its feather-light weight — made its worldwide debut on the SS24 runway at Milan Fashion Week, and is now a hero piece from Creative Director Simone Bellotti’s debut collection.
As part of his vision for the brand, Bellotti is reinterpreting timeless pieces in new and unexpected ways, creating a sense of lightness and modernity. With Plume, the creative director has drawn on the centuries-old skill and innovation of Bally’s heritage shoemaking to produce a day-to-night essential for both men and women that can be dressed up or down.
In this latest series of images, photographer Jack Day recalls an Ivy League aesthetic, updated through modern casting and an irreverent attitude. Cinematic, collegiate settings such as campuses and libraries set the tone for the neat portrayal of the contemporary yet wholly classic Plume.
The images alternate with drawings reimagining Bally’s accessories and signifiers, interpreted by London-based artist Helen Bullock.
Crafted in Caslano, Switzerland, using the Goodyear reverse construction technique — in which the upper is stitched inside-out directly to the sole and then reversed at the end of the manufacturing process — the Plume is incredibly flexible and offers immense comfort, thanks to a rubber injection in the leather outsole. Presented with golden eyelets and leather laces, the shoe is finished with a subtle Bally logo flag.
JACK DAY
Jack Day (b. London, 1984) graduated with a BA in photography from the University of Westminster and resides in London. Day was honored at the Photographer’s Gallery student show and has since been credited for his observational reportage as well as singular approach to fashion photography. Day’s work has been published in The Gentlewoman, Double and Vogue.
HELEN BULLOCK
Helen Bullock is a London-based fashion illustrator and print designer known for her bold, colorful, and unique artworks. Her hand-crafted illustrations capture strength, beauty, and occasional awkwardness, maintaining a sense of freedom and spontaneity. She has worked with top luxury brands and style publications, including Ralph Lauren, Louis Vuitton, Anthropologie, and GQ Style.
