Balenciaga Ads: “Wrong Artistic Choice”

Demna Gvasalia finally reacts and apologises

In the past, European luxury houses could not get their advertising right for Asia. Now they can’t do it well for their own audience. For Balenciaga, the misstep struck twice. And the reactions to them have been by no means mild. Fans of Kim Kardashian were quick to point out how she, a Balenciaga fan and model (or the better-sounding “brand ambassador”), had been slow to say something. She eventually did, claiming she had been “re-evaluating” her relationship with the house. Five days after one of the problematic ads ‘Balenciaga Gift Shop’ was launched (16 November) and the disapproval (sometimes rabid) that followed, Balenciaga posted on Instagram, “We sincerely apologize for any offense our holiday campaign may have caused…” In the mean time, country singer Jason Aldean’s wife Brittany Aldean was one of the first celebrities to show her unmistakable disapproval: she shared a post on IG showing her taking out the garbage in clear plastic bags. In them were Balenciaga merchandise. The comment read, “It’s trash day @balenciaga.” No one could be certain if she really discarded those items or if it was just a social-media stunt. The post was quickly deleted. Two days ago, Mrs Aldean shared another photo of herself in a leather jacket with the message: “A little fringe and Dolce never hurt nobody”.

And now Demna Gvasalia, like other designers before him, has apologised. On IG, he wrote under the header “Personal Message”: “I want to personally apologize for the wrong artistic choice of concept for the gifting campaign with the kids and I take my responsibility. It was inappropriate to have kids promote objects that had nothing to do with them.” This came more than two weeks after the backlash unfurled. Still, it is a welcome move as no one in the industry that we spoke to believed that Balenciaga was not aware of “unapproved items” used, as stated in an earlier apology, or that no one in the company knew what was disseminated. And that they should be so aggrieved by the sum fallout that they initiated a USD25-million lawsuit against the companies that produced the advertisements for another campaign (Spring 2023 collection) containing those “unsettling documents”.

After Mr Gvasalia’s post, Balenciaga CEO Cédric Charbit apologised too, calling what happened in the past weeks “our mistakes” and sharing a list of corporate actions—“with the objective to learn from our mistakes”—that the company has instituted, including reorganising “our image department to ensure full alignment with our corporate guidelines”. Mr Charbit also revealed that Balenciaga “has decided not to pursue litigation”. No reason was given to the rescinding. Provocation is, of course, part of Balenciaga’s present-day appeal. But things could go unnecessarily far. Now, there is even the hashtag #CANCELBALENCIAGA (on TikTok, more than 120 million views have been clocked). Mr Gvasalia also said in his personal message, “As much as I would sometimes like to provoke a thought through my work, I would NEVER have an intention to do that with such an awful subject as child abuse that I condemn.” Another day in the world of fashion. And the route to redemption.

Photo: Zhao Xiangji

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