by By: Jade Anaya
Balenciaga’s newest campaign, entitled Closet Campaign, features countless celebrities and influencers such as Kim Kardashian, Model Paloma Elsesser, and CEO/Influencer Devon Lee Carlson posing with the brand’s iconic “Le City Bag”. The recent campaign was crafted to promote the relaunch of “Le City Bag” as it comes up on its 25th anniversary, via Balenciaga’s main website. Despite this, the campaign caused an uproar of conversation online, questioning the morals of celebrities following the brand’s advertisement scandal that took place back in 2022.
In November of 2022, Balenciaga released their campaign, Balenciaga Gift Shop. The campaign went viral for the way it captured children in an inappropriate light, and stirred a viral uproar against the brand and even a boycott for many– including Julia Fox, who was one of the brand’s ambassadors at the time. Kim Kardashian, who was not yet an ambassador but heavily involved with the brand, cut ties as well. Aside from celebrities, countless users of social media had the hashtag “boycottbalenciaga” trending. Read more about the Balenciaga Gift Shop Controversy here.
Nevertheless, Balenciaga persisted, apologizing publicly and moving forward on designing/campaigning new content. This last fall, celebrities and influencers were back to promoting the brand at its Fall/Winter 2023 fashion show in Los Angeles, fueling heated conversation that checked the morals of some of the influencers who attended.
Balenciaga’s newest campaign presents the brand’s “Le City Bag” in what appears to look like a closet-style setting. I think this was the director’s attempt to symbolize the bag’s status by literally showcasing the bag– along with the features that made it so popular in the first place. I’d also assume that by having a handful of famous celebrities pose with the bag, the director is alluding to themes of loyalty after the bag’s 25 years of existence– by advertising its timelessness and adaptivity. Women’s Wear Daily says more about these features, along with the campaign, here.
Following this campaign, many people have been voicing their opinions on the previously stated influencers’ social media accounts, along with Demna, Balenciaga’s Creative Directors account. All of their instagram comments alone are filled with statements around the lines of “morals for money,” and remarks surrounding disbelief and mistrust. Many, if not all of those who were featured in Balenciaga’s new campaign have reputable businesses and brands of their own. Kim Kardashian, the CEO of SKIMS and SKKN by Kim; Paloma Elsesser, CEO of Paloma Wool; Devon Lee Carlson, CEO of Wildflower Cases. Only time will tell how each business will be impacted by the campaign, yet it’s worth recognizing the many comments on instagram that express mistrust and disappointment. On the other hand, many social media users have decided to embrace Balenciaga and the featured celebrities– despite their past. Doing so by commenting on their excitement or love for new collections, congratulating celebrities for their feature in the recent campaign, and encouraging others to do the same.
Just coming out of the new year, this campaign sets the tone for the unpredictable future of Balenciaga– does it claim Balenciaga’s return to the classics (both symbolically and literally)? Or is it attempting to sweep a mistake that many claim is unforgivable, under the rug?
