Bally held the presentation about spring/summer 2026 men's wear collection in Milano Fashion Week in June, 2025.

by Kyungmin Hwang

Bally Men's Spring/Summer 2026 Collection

The presentation of the men's wear s/s 2026 collection of the luxury brand 'Bally', which started in Switzerland, was held at Milan Fashion Week.

This fashion presentation had 'tennis' as its main theme, and a retro poster, tennis balls,

and a small round stage were placed in the center of the space where the presentation was held. The stage looked simple but had a well-planned structure, and on one side there was a photo wall and a bartender bar. It felt like a music box.

The viewers, not the subjects, had to move, but the movement of the audience looked like a scene of a movie named Romeo and Juliet starring Leonardo Dicaprio. 

Bally's mark on an ivory background felt more like New York than European, and the theme of tennis could be strongly felt in each styled mannequin. For example, a jacket with tennis embroidery and a tennis-shaped bag.

Bally's latest collection also stands out when worn by several people. 

Of course, it is good to look at alone, but the combination of burgundy, white, and navy, and the materials and lengths of the clothes, etc., are intertwined, and it seems like it will become an amplifier that will make the gathering with friends, family, and colleagues even stronger, and it seems like it will attract attention even though it is an easy look.

This collection stands out with its toned-down vintage and luxurious colors, and the dark red color that is neither burgundy nor red, which is unique to Bally, stands out.

The small and cute tennis ball-shaped bag, the styling of shorts that go well with long-sleeved knit tees, and the tennis racket-shaped bag also gave a fresh, fun, and cute impression, and it was a presentation that gave a simple but strong greeting with a compact and accurate theme.

Bally has always been a brand with purpose and vision, enforcing positive change with moral integrity, while complying with laws and regulations. Our code of ethics has been drafted in line with our core principles and values: integrity, respect, responsibility and loyalty.

This code of ethics serves as a compass for Bally’s team, framing our daily activities, guiding our interactions, defining the way we conduct business both internally and externally.

Therefore, the code ensures that we achieve the highest consistency in our business practices across the world, and that relevant laws and regulations are respected.

-from homepage of Bally-

Bally

Foundation

Bally’s art sponsorship is not well known in the East, but it has been reported that the Bally Foundation sponsors various artists.

It is also a part that connects to the aesthetic perspective that Bally pursues. 

Bally have also collaborated with French illustrator Bernard Villemot, and have exhibited Un Lac Inconnu and most recently Arcadia from May 29, 2024 to January 12, 2025.

Art, Ecology, Research and Diversity

Founded in 2006, the Bally Foundation has been working with creative and visionary talent since its founding in 1851, expanding the brand’s aspirations to push the boundaries of research and innovation beyond the fashion sector. Established to support artistic creation across a range of disciplines, the Bally Foundation has collaborated with a range of cultural institutions and artists for over 15 years. The Bally Foundation has built and supported a strong network of relationships within the local intellectual and artistic community. Therefore, it is essential today to shed light on emerging art with a greater focus on ecological and contemporary issues, leading to reflections on a global scale. This interest in inclusion and inclusion continues today with a desire to establish itself, and with the opening of its new location, the Bally Foundation has created a new chapter in its history through the Villa Heleneum in Lugano, a space for contemporary art in all its forms.

Mission

It seems important for foundations to rethink their role in society today, and to build a dynamic identity that moves between artistic excellence and public engagement. It is important to be a place that listens to its surroundings, can lead changes in social and cultural life, and presents a vision while remaining rooted in its field.

Bally develops strong relationships with all suppliers to ensure they meet the highest ethical standards for labor, health, safety, and the environment.

Every supplier is required to sign and respect our Supplier Code of Conduct, which is based on respecting human rights and protecting the environment.

-from homepage of Bally

A collection of Chinese cultural enterprises through Bally

Bally was acquired by the Chinese company 'Shandong Ruyi' in 2018, and currently, Shandong Ruyi owns the largest share of 'Bally'. Shandong Ruyi supplies raw materials to the fashion group 'Louis Vuitton' and aims to become a Chinese Louis Vuitton company, and it can be seen as having both Chinese technology and European branding. Recently, 'SM Entertainment', the oldest and most representative entertainment company in Korea, was acquired by the Chinese entertainment company 'Tencent' from 'Hive', the entertainment company that owns BTS, and became the second largest shareholder.

China is currently shopping around for cultural enterprises around the world, and based on their capital and technological prowess, it seems to be trying to take the lead in the major cultural flow in a new direction by combining the traditional and branding values of existing top-tier companies.

Culture does not have a big impact or bring immediate profits right now, but it has tremendous power. Just a few years ago, no one would have thought that the Korean cafe market would grow this big.

Coffee has become the 4th largest coffee bean consumption in the world, and coffee has become an indispensable thing for Koreans. It has become a culture where people drink coffee even if they don't eat a meal.

Bally's steps for the next 20 years are something to look forward to. I look forward to how a traditional and trust-based company will protect and develop good things when it meets Chinese capital, and what kind of influence it will have on the world.