Over the past year, Demna Gvasalia has tirelessly worked to resurrect Balenciaga’s reputation following a highly publicized PR disaster in November 2022. This incident ignited outrage among digital armies of Trump supporters, causing a significant setback for the brand. Despite Gvasalia’s efforts, including apologies and a commitment to focus solely on clothing, Balenciaga has struggled to regain its former glory. In fact, the brand experienced a decline of around 15% in sales during the third quarter.
However, the media has been surprisingly forgiving towards Gvasalia, highlighting his enduring influence within the fashion industry. Balenciaga, known for its boldness and refusal to hide behind subtlety, has recently made a daring move to reconnect with its audience. Gvasalia has revved up the brand’s advertising audacity by launching a campaign that caters to the public’s longing for love, particularly from American consumers.
Drawing inspiration from Apple’s iconic “Think Different” campaign from the late 90s, Balenciaga has rebranded it as “It’s Different.” The campaign features striking imagery showcasing the Maison’s extraordinary accessories, in place of the legendary faces previously associated with Apple. The campaign’s slogans, such as “Probably not what you’re looking for” and “no blabla,” add a delightful touch of irony.
The “It’s Different” campaign serves as Balenciaga’s bold move on multiple fronts. Firstly, it taps into the nostalgia of advertising, evoking a sense of familiarity and connection with its audience. Secondly, it aims to boost growth by highlighting the Maison’s highly marketable accessories, which have always been a major draw for consumers. Finally, it emphasizes Balenciaga’s raison d’être as a luxury brand, asserting its position within the industry.
With its “It’s Different” campaign, Balenciaga boldly showcases its commitment to quiet luxury in 2023. The brand’s fearlessness in pushing boundaries and expressing its unique identity is commendable. The fashion world eagerly awaits the response to this campaign, as Balenciaga continues its quest for redemption and economic success.
Useful links:
1. Official Balenciaga Website
2. Balenciaga on Business of Fashion
