Now rewritten, rephrased, and expanded:
Balenciaga, the renowned French luxury house founded by Cristóbal Balenciaga, has become known for its controversial actions under the direction of Demna Gvasalia. The brand has gained a reputation for pushing boundaries and challenging traditional notions of style. While some of their decisions have received praise, like cutting ties with Kanye West after his anti-Semitic remarks and promoting a White Lies Matter T-shirt, others have faced severe criticism.
In recent years, Balenciaga has faced backlash for selling intentionally distressed sneakers at exorbitant prices, creating racially insensitive sweatpants, and designing handbags that resemble trash bags and Lay’s potato chip bags. Additionally, accusations of cultural appropriation have been raised against the brand for their use of blackface stockings and masks. However, their most recent controversy involves a campaign featuring BDSM-themed items and young girls holding plush bears wearing leather-studded harnesses.
The campaign quickly ignited outrage on social media, with users pointing out the inappropriate nature of the images and the potential harm it could cause to the young models involved. Initially, Balenciaga issued a half-hearted apology on social media but later deleted their Instagram feed and released three statements of apology. The first statement acknowledged the offensive images and outlined the steps the company was taking to address the issue. Balenciaga also announced a $25 million lawsuit against the set designer and production company involved in the shoot.
However, many criticized the brand’s decision to shift blame onto the set designer and production company, arguing that it was ultimately Balenciaga’s responsibility to approve and oversee the images used in their campaigns. In a second statement, Balenciaga’s CEO Cedric Charbit detailed additional measures the company was taking to scrutinize their content, such as establishing an Image Board and enlisting the help of an external agency to implement best practices. The brand also expressed a commitment to educating themselves on the issue of child pornography and supporting organizations that protect children. Following public backlash and support from others in the fashion industry for the defendants, Balenciaga eventually dropped the lawsuit against the set designer and production company.
The controversy surrounding Balenciaga’s campaign raises important questions about the distinction between advertising and content. Advertising typically undergoes more significant scrutiny and has larger budgets, whereas content pertains to social media posts and editorial copy. The creative process on shoots involves collaboration between the client, creative director, and photographer, with pre-shoot approvals and post-shoot layouts. Legal departments also play a role in vetting images to ensure they do not pose any legal issues.
Given Balenciaga’s provocative brand image, it is crucial for the brand to prioritize legal considerations in today’s call-out culture. The public now closely scrutinizes images and films, forcing brands to be more cautious about the content they produce. Gabriele Galimberti, the photographer involved in the controversial campaign, released a statement clarifying that he was not responsible for the choice of products or models but solely for lighting and capturing the shots.
Finally, Balenciaga’s creative director, Demna Gvasalia, took personal responsibility for the controversial campaign on his personal Instagram account. He apologized for the inappropriate choice of concept and expressed his condemnation of child abuse. Gvasalia vowed to learn from the experience and ensure that future Balenciaga images would avoid such mistakes.
The long-term impact of this controversy on Balenciaga’s financial performance remains to be seen. The brand has enjoyed significant financial success in recent years, but reputational damage resulting from a scandal like this could affect consumer perception and sales. In the fashion industry, accepting blame can be challenging, but it is essential for brands to take responsibility for their actions and learn from their mistakes.
Useful links:
1. Op-Ed: Balenciaga and the Importance of Content
2. Even Balenciaga Is Apologizing For An Offensive Ad. Can ‘Sorry’ Solve A Bigger Problem?
