How Balenciaga Became the Most Hated Brand in Fashion
In a dynamic fashion world, when innovation and creativity are essential, brands frequently depend on agencies and collaborators to achieve their goals. This partnership has produced iconic campaigns, spectacular runway shows, and innovative designs. But what happens when brands entrust their vision to the wrong partners?
Balenciaga was once embroiled in controversies due to mishaps in two ad campaigns. Let’s find out how Balenciaga became the most hated brand in fashion.
Brief Profile of Balenciaga
Spanish brand Balenciaga was established by Cristóbal Balenciaga in 1919 in Spain before relocating to France. Balenciaga opened a boutique store in Paris in 1937 due to the Spanish Civil War. In 2001, Balenciaga was acquired by multinational French company Kering, which owns Yves Saint Laurent, Gucci, Alexander McQueen, and more.
Balenciaga is popular because of its innovative designs, high-quality materials, and strong brand identity. The brand is known for its elegant designs, which combine avant-garde elements with a high-fashion sensibility. Balenciaga is most loved by fashion-forward individuals who appreciate the brand’s unique aesthetics.
Amidst Balenciaga’s success, the luxury brand has been embroiled in shocking controversies related to its advertising campaigns. Let’s find out more about these ads in the next section.
The Controversial Ad Campaigns
The two ad campaigns involved were Balenciaga’s Christmas 2022 campaign and the Spring 2023 campaign.
Source: New York Post
The Christmas campaign featured a child model standing with a teddy bear in allegedly BDSM-style leather apparel. The bears are actually plush handbags that Balenciaga sells as part of a holiday gift collection.
Source: The Fashion Law
The other ad featured a Balenciaga x Adidas bag in an office setting, sitting atop piles of papers, folders, legal documents, and a laptop. The legal documents are where the issue comes from. One of them seems to show a text from a Supreme Court decision regarding a child pornography case. The hashtag #cancelBalenciaga trended on Twitter and TikTok as accusations of condoning pedophilia and child exploitation flooded the internet.
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So how did this happen?
While the details of the two ad campaigns’ production are unknown, three parties are involved in both ads: Balenciaga, North Six agency, and the two photographers hired by Balenciaga, Chris Maggio and Gabriele Galimberti.
On November 25, 2022, Balenciaga filed a $25 million lawsuit against North Six, holding it liable for the Spring 2023 ad. The brand called the inclusion of the controversial document in the ad extraordinarily reckless. However, the lawsuit was later dropped amidst accusations of scapegoating.
A representative of North Six told the New York Post that the company has no control over the ad’s content. Photographer Chris Maggio did not issue a statement. It was Gabrielle Gabriele Galimberti who shot the teddy bear and made a statement. The photographer said that he, too, was given no control over the creative content of the Christmas ad, except for details like framing and lighting. The content, like the child models holding the teddy bear bag, had already been identified before he was hired.
Balenciaga, North Six, and the photographers point fingers at each other as the one who carries the blame.
Public’s Reaction About the Scandal
The reaction on social media was overwhelming. Around November 20, users on Twitter (X) first highlighted the document’s text, and the outrage escalated rapidly. Fashion industry commentators, including Diet Prada, quickly spread the story to major media outlets, and Fox News host Tucker Carlson was among the first to cover it.
The uproar continued until Balenciaga pulled both ad campaigns from social media. Kim Kardashian, a long-time brand ambassador, released a statement on her various social media accounts stating that she would be “re-evaluating [her] relationship with the brand.”
Apologies and Actions Taken
After the scandal, Balenciaga apologized for the ad campaigns featuring teddy bears and disturbing documents. The brand acknowledged that the plush bears “should not have been featured with children in this campaign” and condemned child abuse in all forms. In February 2023, Demna Gvasalia, Balenciaga’s creative director, addressed the shortcomings that led to the misinterpretations in an interview and expressed his remorse.
Balenciaga also took substantial steps to rectify the situation. The brand partnered with the National Children’s Alliance (NCA) for a three-year collaboration, emphasizing its commitment to children’s safety and well-being. Internal reorganization, including enhanced editorial controls and educational programs, was initiated to prevent such controversies from recurring.
The Consequences Continue
The Balenciaga ad scandal ignited a firestorm that continued to rage. The fallout extended beyond the initial outrage, with far-reaching consequences. The fashion industry condemned the ads, as evidenced by The Business of Fashion’s withdrawal of its award to Balenciaga’s creative director. Even the public took a stand, with street artists vandalizing Balenciaga stores to express the severity of the situation.
The Lesson
The Balenciaga ad scandal highlights the significant influence of imagery in the fashion industry and the critical importance of responsible advertising. Balenciaga’s efforts to regain trust underline the need for brands to take accountability, implement substantial changes, and prioritize ethical considerations in their campaigns. In summary, this incident will reshape how brands approach marketing and artistic expression in the fashion industry.