My favourite fashion brand

Balenciaga

Balenciaga is a women’s clothing especially designed for the needs of British nobility (The History (and evolution) of Balenciaga, 2022). Balenciaga’s target audience is socially prominent women: big fortunes from finance and industrial worlds, aristocrats, artists and intellectuals and diplomats (Uria, no date). Today, Balenciaga still prevails, and its main products are ready-to-wear, footwear, handbags, and accessories and fragrances (Wiki, 2022). Balenciaga’s current target customers are Generation Z, younger generations are paying more attention to the environmental impact of the goods they buy.

Through short films and catalogues, Balenciaga reversed the previous mysterious style and conveyed an unprecedented clear message, that although global travel has been restricted after the epidemic, people are more curious about and exploring the world. Balenciaga hopes to inspire people’s interest in the world again. Desire, awaken positive emotions, and bring pleasant audio-visual experience. It also breaks the traditional classification of casual wear and formal wear, and creates a styling style that blurs the distinction between scenes, meets people’s diverse dressing needs, and is suitable for wearing on various occasions.

As a consumer of the Z era, I am very interested in the changes in Balenciaga’s visual culture. Because Balenciaga deliberately avoids commercialization and insists on being a pioneer in the production of products and content, but it actually brings huge commercial returns. According to analyst estimates, under the leadership of creative director Demna Gvasalia, Balenciaga sales have jumped to 1 billion euros in 2019, mainly due to the promotion of popular products such as handbags and sneakers. And also, sustainability is part of Balenciaga values, and the house is committed to improve traceability of raw materials and responsibility regarding social, environmental and animal welfare values throughout its supply chain.