After several decades of absence from the world of haute couture, the luxury brand has decided to return to the original activity of the house founded by Cristobal Balenciaga.
By Luxus Plus
Thunderbolt in the fashion world. Balenciaga wants to return to haute couture, Demna Gvasalia, georgian artistic director of the French house, announced in Le Figaro. The latter said “We come from there, and we’re coming back to it after more than fifty years. I’ve been thinking about it since my arrival in 2015. For me, it was one of my missions as designer of this house. But other things were priorities in our overall strategy”.
In a statement, the Georgian designer specified: “For me, couture represents a new space of freedom, creation and innovation. More than exploring the specific techniques of haute couture, this experience will allow me to combine a modern creative vision with the House’s original know-how. Sewing is out of all trends, it is an expression of beauty at the highest level of aesthetic demands and quality”.
The Georgian designer, one of the most influential designers of the moment, became famous for making the street, ordinary people and streetwear the major influence of the luxury sector. His first haute couture collection will be launched in July 2020, but the location of the launch is still kept secret. This will allow the luxury house, which has been booming for the past few years, to surpass the €1 billion mark in turnover during the year 2020.
Balenciaga has belonged to the Kering group since 2011. The group’s CEO, François-Henri Pinault, sees Balenciaga’s return to haute couture as “a historic moment for the house” which “is just as historic for Kering”. According to him, “relaunching this activity in 2020, within a house that is constantly in the vanguard, is a way of continuing to push back our own limits and to imagine today a new luxury for tomorrow’s world”.