Balenciaga: A Fashion Pioneer Breaking Traditions
In the first half of this year, Balenciaga broke convention by shining the fashion spotlight on two rising sports stars—Zheng Qinwen and Pan Zhanle—who were not yet household names. At a time when these athletes were still relatively unknown, Balenciaga’s keen foresight pushed them onto the covers of top fashion magazines. This forward-thinking move not only earned Balenciaga the title of “fashion prophet” but also made the brand a hot topic, igniting waves of attention and discussion. Today, let’s take a closer look at Balenciaga.
Brand Background and History
Balenciaga, a European fashion brand founded by Spanish designer Cristóbal Balenciaga, is now part of the Kering Group, which also owns Gucci. Balenciaga was referred to as "the master of us all" by fashion legend Christian Dior, with Balenciaga’s designs—such as the bubble skirt and modernist silhouettes—becoming iconic features of the brand.
In 1918, Cristóbal Balenciaga opened his first boutique in San Sebastián, Spain. Alongside Christian Dior, he brought a new vision of femininity to the 1950s, with his unique and feminine designs quickly gaining attention in the fashion world.
Modern Reform
In 1997, Nicolas Ghesquière became the creative director of Balenciaga, ushering the brand into a new era. Despite facing pressure in 2007, Ghesquière not only turned profits but also garnered widespread praise from the fashion industry.
In 2006, Balenciaga’s designs appeared at the Academy Awards, with stars like Jennifer Connelly and Nicole Kidman choosing to wear the brand’s pieces. In 2012, Alexander Wang succeeded Ghesquière as creative director, continuing to drive the brand forward.
Recent Developments
In 2018, Demna Gvasalia took the reins at Balenciaga and spearheaded the global “ugly chic” trend. By blending high fashion with street style, he sparked widespread discussion. Although some criticized him for revisiting earlier designs, his work revived public interest in old fashion while giving it a new identity.
A Machine of Viral Hits
When it comes to Balenciaga’s iconic items, the motorcycle bag, Hourglass bag, Triple-S sneakers, Speed Trainer socks, Balenciaga tights, and hoodies are all part of the lineup. It wouldn’t be an exaggeration to call Balenciaga a "machine for producing viral hits."
1. Le Cagole Motorcycle Bag
The Le Cagole motorcycle bag blends French elegance with street-rock style, known for its maximalist design. The new version retains studded details and tassels while adding a woven shoulder strap and heart-shaped mirror, softening its edgy look to align with the Y2K trend. The bag’s rounded shape, lambskin material, and aged metal hardware give it a vintage feel. Its practical interior, complete with canvas lining and multifunctional pockets, along with the added mirror, has made this bag a favorite among fashionistas.
Image Source: Balenciaga Official Website
2. Hourglass Bag
Since its debut in 2019, Balenciaga’s Hourglass Bag has gained attention for its unique design, featuring a narrow top and wide bottom. Initially met with lukewarm reactions, it quickly became a must-have item due to its distinctive shape and functionality. The Hourglass bag comes with a handle and shoulder strap, offering multiple ways to carry it. Its capacity is well-suited for daily use.
Image Source: Balenciaga Official Website
3. Balenciaga Triple-S Sneakers
The Balenciaga Triple-S sneakers, commonly known as "dad shoes," were introduced in 2017 by creative director Demna Gvasalia. These iconic sneakers are known for their chunky, exaggerated multi-layered sole design, combining elements from vintage running shoes, basketball sneakers, and hiking boots. Despite their bulky appearance, the Triple-S sneakers quickly became a global streetwear phenomenon, cementing their status as a coveted fashion item.
4. Balenciaga Speed Trainer Socks
Launched in 2017, the Balenciaga Speed Trainer quickly became popular for its minimalist design and comfort. The standout feature of this shoe is its seamless knit upper, which fits the foot like a sock, providing a barefoot-like experience. Combined with its thick, flexible sole, the Speed Trainer offers ample support, making it a favorite among sneaker enthusiasts.
Image Source: Balenciaga Official Website
Criticism and Challenges
Despite Balenciaga’s attention-grabbing marketing tactics and design style, the brand has faced its share of criticism. During the release of the 2024 Fall Collection, a 10XL sneaker was criticized as a “lazy design,” sparking debates about whether the brand was relying too heavily on rehashed ideas.
Meeting Challenges Head-On: “Abstract Provocation” as a Strategy
Balenciaga’s innovative yet controversial designs include oversized shoes like the Cargo and 10XL models, Mickey boots, and the trash bag handbag. These designs challenge traditional aesthetics and have reshaped public perceptions of the brand’s creativity. Creative director Demna Gvasalia fuses high fashion with abstract design, creating fashion pieces with a strong personal style.
Additionally, Balenciaga has adopted a strategy of “reverse marketing.” Zheng Qinwen, with her extreme broad-shouldered look, showcased an unparalleled sense of high fashion, while Pan Zhanle sparked online discussions with his unique style. Though some mocked his look as “borrowing big brother’s clothes,” it generated new buzz for the brand. This innovative marketing approach not only successfully attracted widespread attention but also made Balenciaga’s double-door fridge design a trending topic on social media. Through this strategy, Balenciaga effectively increased its brand visibility and sparked extensive discussion about its designs. It’s no wonder that people have dubbed Balenciaga the "masters of abstract provocation."
Image Source: SoFigaro
Balancing “Hype” and “Substance”
Demna and Balenciaga have mastered the art of balancing “hype” and “substance.” With exaggerated designs and attention-grabbing runway shows, the brand has successfully captured the attention of the public and the media. Behind these eye-catching products, however, the brand continues its exploration of sustainable fashion. For example, dresses and gowns made from recycled materials not only showcase the brand’s creativity but also reflect its commitment to environmental responsibility.
Conclusion
Balenciaga has successfully carved out a unique place for itself in the fashion world with its “abstract provocation” style. While this approach may spark controversy, it has undeniably cemented the brand’s position on the global fashion stage. In an age where “traffic is king,” Balenciaga’s innovation and buzz-worthy marketing have garnered widespread attention. Whether it’s the “hype” on the surface or the “substance” beneath, Balenciaga continues to challenge and reshape the rules of fashion, showing us the endless possibilities of style between doubt and understanding.