(By the way, its new Le Cagole handbag was named an "it" bag among celebrities this year.) But it's not going to change their consumer habits."Īnd as long as Balenciaga maintains its status among the uber-rich and famous, it has no incentive to rethink its values. "People like to take their moral high ground. Whether it's unintentional or planned out, they're going to use it to the best of their abilities," he said. And the brand, known for pulling stunts designed to get the internet riled up, will launch a more positive ad campaign that will naturally have more people paying attention to it and supersede its current controversy.
He predicts that six months from now, people will forget about the controversy altogether. "It's not going to affect them in the long run, in terms of sales, it's sort of a blip in their year, really."
"More than anything, it'll provide a spotlight on Balenciaga for non-fashion consumers or middle America," said Solomon. And product sales - if they don't go up because more people are aware of the brand now - won't be threatened at all. Lindsey Solomon, the owner of Lindsey Media, a PR firm for fashion brands, told Insider the bad press and backlash against Balenciaga will absolutely raise the company's visibility. "They already got your money," some noted. But other top comments noted that acts like his wouldn't hurt Balenciaga much. Fans have written "respect" and "proud of you" to Serbian musician MC Stojan who cut into his green Balenciaga sneakers. The comment sections of some of these viral protests are trying to answer this. Still, it's hard to say whether destroying their personal property will do much to influence Balenciaga or affect its $2.3 billion dollar bottom line.
Consumers may have made peace with the loss of thousands of dollars in value. This is not to undermine what Avalos and many others are doing - they're rightfully upset with the designer brand. Like so much these days, if it doesn't happen in front of a camera, it's like it hasn't happened at all. Users have gained millions of views by setting fire to their Yeezys or taking scissors to their Chanel bags. In recent years, brands from Nike to Chanel have been the subject of social media destruction campaigns, with users taking to Instagram and TikTok to publicly ruin their luxury goods. Yet it's difficult to say whether what she's done will actually move the needle. That's what Avalos did - or, at least, that's what she intended to do. We do, after all, hold people with a platform of any kind accountable to speak up about important human rights issues (Kardashian called the ad campaign "disgusting" and said that she's now "reevaluating" her relationship with the brand). It's a profound thought and a principled gesture.
I no longer desired for this bag to have a place in our society," the mother of one said. "There is a reason why I didn't throw away, repurpose, donate, or sell the bag. Earlier this week, she told Insider that destroying her Balenciaga tote was meant to raise awareness about the brand's misdeeds. Just after Thanksgiving, 3.6 million people watched as Gianna Avalos cut through her $1,500 Balenciaga leather bag.Īvalos's video was a personal protest of the Spanish luxury brand - a favorite of celebs like Kim Kardashian and Julia Fox - that's been accused of sexualizing young children in a recent holiday ad campaign. Account icon An icon in the shape of a person's head and shoulders.
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