In 2022, Balenciaga faced backlash over its controversial holiday ad campaign featuring children in bondage harnesses and costumes. The fashion house and its designer, Demna, were accused of condoning pedophilia and child exploitation. The ads sparked outrage on social media, with the hashtag #cancelBalenciaga trending. Balenciaga’s collaboration with Adidas also faced criticism for featuring court documents related to child pornography laws.
Critics, including children’s rights advocate Alexandra Gucci Zarini, called out the brand for its questionable campaigns. Celebrities like Kim Kardashian and Julia Fox expressed their disgust with the ads, with Kardashian even hinting at ending her relationship with Balenciaga.
Balenciaga issued apologies for the controversial ads, stating that the use of children and inappropriate props was a wrong artistic choice. The photographer behind the holiday campaign, Gabriele Galimberti, distanced himself from the imagery, emphasizing that he was not responsible for the creative decisions.
Following the backlash, Balenciaga filed a lawsuit against the set designer and production company involved in the controversial campaign. However, the lawsuit was later dropped, with the company stating they would not pursue litigation.
In the aftermath of the controversy, Demna apologized for the inappropriate use of props in the ads and acknowledged the need for better editorial controls. Balenciaga announced a partnership with the National Children’s Alliance to support child welfare initiatives.
Despite the scandal, Balenciaga continued to showcase collections and dress celebrities at events like the Met Gala and Cannes Film Festival. The fashion house’s resurgence was evident with well-attended shows and celebrity endorsements.
In a full circle moment, Kim Kardashian announced her official partnership with Balenciaga as a brand ambassador in January. The reality star praised Demna’s innovative design approach and commitment to doing what’s right. The brand’s successful comeback was further solidified with a star-studded fashion show in L.A., featuring celebrities like Cardi B and Nicole Kidman.
Balenciaga’s journey from controversy to redemption highlights the challenges faced by fashion brands in navigating sensitive issues and rebuilding trust with consumers. The brand’s commitment to accountability and child welfare initiatives marks a positive step towards ethical and responsible fashion practices.