Paris Fashion Week : Balenciaga puts spotlight on tailoring at its first show since controversial ad

Balenciaga, the fashion house of French luxury group Kering, focused on tailoring yesterday Sunday for its first runway show since the uproar over an ad campaign that rocked it last year.

 

The brand, which was criticized last November for a campaign featuring so-called “pornographic” images of children, presented a range of impeccably cut garments on a white-carpeted catwalk in Paris. A form of ode to couture, without decor or provocation.

 

 

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Being able to achieve this was a challenge I knew I had to take on,” Balenciaga designer Demna Gvasalia, known as Demna, told reporters backstage after the show.

 

I wanted to achieve exactly that so I could move forward and do what I do best, which is create clothes,” he added. he added.

 

 

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The designer and Kering executives apologized for an advertising campaign that drew criticism for the presence of images of children that many considered inappropriate. The group plans to create a new position in charge of “brand safety” in the wake of the scandal.

 

 

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Balenciaga is just one of many brands currently under pressure to protect its sales after a series of high-profile public relations crises, including the breakup between Adidas and rapper and fashion designer Ye, formerly known as Kanye West, after he made anti-Semitic remarks online.

 

Kering, whose year-end sales were dragged down by a drop in revenue at its biggest brand Gucci, hit by COVID closures in China, said last month that Balenciaga’s sales were affected by the controversy in November and December.

 

Read also > Kim Kardashian questions her contract with Balenciaga after bad buzz about her campaign

 

Featured photo : © Carlo Scarpato

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Thanks to its extensive knowledge of these sectors, the Luxus + editorial team deciphers for its readers the main economic and technological stakes in fashion, watchmaking, jewelry, gastronomy, perfumes and cosmetics, hotels, and prestigious real estate.

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