Balenciaga produces ready-to-wear footwear, handbags, and accessories and licenses its name and branding to Coty for fragrances
(Picture: Balenciaga)Balenciaga was only months ago one of fashion’s most hyped brands, with the likes of Kim Kardashian, Nicole Kidman and Kanye West gracing its Paris catwalks.
The tide turned with the company’s 2022 Christmas campaign, which involved children pictured with bondage-strapped teddy bears. It drew widespread criticism and allegations of child sexualisation.
A separate campaign, which featured Bella Hadid to promote the Spanish label’s Adidas collaboration, included printouts of a Supreme Court ruling against child pornography laws. This resulted in further outrage.
The damaging effects were apparent in the Lyst Index’s Q4 industry report, which ranks the global hottest brands and was published on February 2. Balenciaga dropped seven places, falling out of the top 10 for the first time since the start of the Lyst Index in 2017.
Balenciaga pulled the Christmas campaign in November and issued a public apology at the time. The company has today made further steps to reverse the damage caused.
Balenciaga announced on Instagram a new partnership with National Children’s Alliance.
Explaining the three-year programme, the fashion house pledged to “support National Children Alliance Mental Health Institute helping children heal from trauma by facilitating a significant increase in access to Trauma-Focused Cognitive Behavioural Training”.
It also promised to “provide education for Balenciaga about child protection and actions adults can take to promote the safety and well-being of children,” and “raise public awareness on child abuse and child protection and promoting a happy, healthy childhood”.
The new scheme will aim to train nearly 2,000 professionals to specialise in child abuse, helping up to 55,000 children.
“We were confronted with the reality and magnitude of childhood trauma during our listening tour where we engaged with several leading organizations and experts in the field of childhood trauma,” says Cédric Charbit, President and Chief Executive Officer of Balenciaga.
“Collectively, at Balenciaga we have listened and learned a lot through this experience, and we wanted to help, have a positive and lasting impact on children and their future who needed support but lacked access. We are grateful to support the work of NCA.”
