How does a luxury fashion giant become the centre of a global firestorm overnight? In late 2022, Balenciaga provided a masterclass in reputational self-destruction. The high-end fashion house unleashed two separate advertising campaigns that drew fierce, widespread criticism for their depiction of children in distressing and overtly sexualised contexts.
The first campaign, known as the 'Gift Shop' collection, featured young children holding teddy bears dressed in black harnesses and leather straps—a visual many likened to BDSM attire. Critics immediately condemned the imagery as exploitative and desensitising to child sexualisation. The second, the 'Garde-Robe' shoot, contained more subtle but equally disturbing elements: one photograph prominently featured a printout of a US Supreme Court decision on child pornography, while other props referenced legal cases involving sexual exploitation.
