Balenciaga Unburdened?

Balenciaga x Erewhon. Does anyone else find this incredibly random?

At the end of the day, randomness works for PR because it gets people talking!

Before I get into the collection, let's travel back 395 days. Has everyone forgotten about the BDSM/child pornography campaign? As a PR professional, I understand allowing time to pass but still needing to continue your brand. But, as a person, I simply cannot get over this scandal.

If you are unfamiliar, 13 months ago, Balenciaga released two campaigns: “one showcasing children with BDSM-inspired teddy bear bags and another that included SCOTUS documents regarding child pornography laws, a one-two punch of poor taste.” 

And last week, the brand put on its pre-Fall 2024 show in major Hollywood style. On Windsor Boulevard, in front of the Hollywood sign, Demna Gvasalia and his team displayed the collection and its partnership with Erewhon. It debuted merchandise including t-shirts ($725), aprons ($550), hats ($425), tote bags ($425), zip-up hoodies ($1,150), and much more. 

Brand ambassador Kim Kardashian even carried a rumored $1,900-$2,500 impression paper grocery bag as her purse to the show.

Kristen Bateman of W Magazine brings up the idea of wearability: “What is the line between real life and runway—and does that line even exist anymore? At this moment in fashion, there’s a definite interest from the public in merging the world of high fashion and the everyday.” Balenciaga really made this line wearable but not accessible. T-shirts and tote bags are an everyday staple for me, but not at this price point. Granted, I know I am not Balenciaga's target market.

Now, let's break down this collaboration. A TikTok creator sharing her life and insights as an Investor and Head of Partnerships at a Private Equity firm, Kira Mackenzie, highlighted that this collaboration is helping spread brand awareness on both ends and is bringing Balenciaga up in a new conversation - one away from the scandal. She speculated that pre-scandal, Balenciaga could have done the same fashion show with similar pieces sans Erewhon, but it needed Erewhon to "allow the layman consumer to reconsider their interpretation of the brand and the house."

She goes on to say that this partnership was a great example of partnering with a non-competing brand that aligns with your brand DNA and values to strengthen the brand in a new category. Erewhon has always been the most luxurious of supermarkets. I was in LA last week and needed to stop in to see what the hype was all about and, mainly, to try Hailey Bieber's smoothie (10/10, btw). And Balenciaga is a luxury fashion house.

I completely agree with Mackenzie. This partnership was just random enough to work. Two brands with the same target market are collaborating for a win-win on brand awareness: Balenciaga using Erewhon to get back into customers' good graces, and Erewhon using Balenciaga to further establish themselves as a luxury brand.

Again, as a PR professional, I admire this out-of-the-box thinking. And after breaking it down, this partnership couldn't make more sense, however different the two brands are. But, as a person, I doubt I will support Balenciaga again.

If I were on Balenciaga's PR team, I would first give a raise to whoever came up with this idea but then backtrack to think of how to correct their mistake in the public's eye. Their apology last year was… okay. The brand took full responsibility: “The responsibility for this lies with Balenciaga alone… [and we take] full accountability for our lack of oversight and control of the documents in the background.”

But they also didn't take complete responsibility: “All the items included in this shooting were provided by third parties that confirmed in writing that these props were fake office documents… They turned out to be [real legal] papers most likely coming from the filming of a television drama.” And reportedly sued the production company, North Six, and set designer Nicholas Des Jardins and his company for $25 million.

To me, Balenciaga did the bare minimum in this apology. The least they could have done was take full responsibility in hiring the creatives, acknowledge the oversight, promise never to do it again, and be more thorough in the future. And they did all of that. But they also placed blame on the creatives they hired and the production they approved by suing them. It appears a bit hypocritical.

I believe with something of this magnitude, a donation, sponsorship, or volunteer day would put this apology over the top. They should (and still can) donate to DCFS's Child Abuse Prevention Fund or National Association for People Abused in Childhood, perhaps sponsor a child of abuse and pay for their college tuition, and/or even take the team to their various city's child abuse shelters. This, to me, as a consumer and a PR professional, shows true intent to change and learn from your mistakes. Actions speak louder than words.