Balenciaga sparked widespread outrage with its holiday ad campaign, which included highly suggestive imagery featuring children. Below is a detailed timeline of the events, Balenciaga's responses, and the subsequent fallout within the fashion industry.
November 2022
- Campaign Launch: Balenciaga releases a holiday ad campaign featuring children holding teddy bears dressed in bondage harnesses and costumes. These BDSM accessories also appeared on the runway at Paris Fashion Week.
- Immediate Backlash: The images provoked immediate outrage, leading to the #cancelBalenciaga trend on Twitter and TikTok. Many people accused the brand, its creative director, Demna Gvasalia, and the co-founder of Vetements.
November 24, 2022
- First Apology: Balenciaga apologizes for the Gift Shop campaign, stating that it "strongly condemns child abuse in any form" and stands for "children’s safety and well-being." The company removes the teddy bears from its website.
November 28, 2022
- Further Apology and Action: Balenciaga released additional statements and took down the controversial ads. The brand announced an investigation and promised to explore ways to work internally with organizations that combat child abuse. Balenciaga also filed a $25 million lawsuit against North Six, Inc., the production company involved in the campaign.
The Fallout and Response
December 2022
- Celebrity Reaction: Many celebrities initially distanced themselves from Balenciaga. Kim Kardashian, a long-time supporter of the brand, publicly stated that she was "reevaluating" her relationship with the fashion house.
January 2023
- Rehabilitation Efforts: Despite the controversy, Balenciaga began efforts to rehabilitate its image. The brand participated in various fashion events and launched new collections. Kim Kardashian announced via Instagram that she would continue her association with the brand, praising Demna’s "innovative approach to design" and their "commitment to doing what’s right."
Throughout 2023
- Fashion Comeback: The brand steadily regains its footing. Balenciaga dresses several celebrities for high-profile events, including the Cannes Film Festival and the Met Gala. The company closes the year with a well-attended show in L.A., featuring prominent figures like Cardi B, Kendall Jenner, and Nicole Kidman.
February 2023
- Financial Impact: Kering, the parent company of Balenciaga, reports in its financial documents that while the brand had an "outstanding" performance for most of 2022, the fourth quarter saw a decline due to the controversy. Sales were down by 15% in the “Other Luxury” segment, which includes Balenciaga.
June 2024
- Return to Prominence: By mid-2024, the brand appears to have completed its journey towards redemption. Kim Kardashian features in a Balenciaga campaign that showcases 129 Balenciaga bags from her closet. The campaign signals her full return to endorsing the luxury brand.
