Balenciaga, a subsidiary of Kering SA, has taken action to address the accusations of sexualizing children in its advertising. The luxury fashion brand has announced a three-year program in partnership with the National Children’s Alliance, a Washington D.C. based non-profit organization. The program aims to provide training to nearly 2,000 professionals who specialize in dealing with child abuse and help an estimated 55,000 children receive mental health support.
This move follows the controversy that erupted more than two months ago, when Balenciaga’s ad campaign was criticized for sexualizing children. The brand faced backlash and issued apologies, which likely impacted its sales during the last quarter of 2022. According to HSBC analysts, Balenciaga’s “hyper-growth mode” was curbed by the scandal and sales were hit, particularly in the United States.
Balenciaga is set to showcase its women’s ready-to-wear collection on March 5th, during Paris Fashion Week. The artistic director, Demna, also issued an apology in December, taking responsibility for the scandal. Although Kering does not break down Balenciaga’s contribution to sales, HSBC estimated that the brand generated approximately 1.76 billion euros in 2021. Kering will report its annual earnings on February 15th.
Surprisingly, Balenciaga failed to land a spot in Lyst’s top 10 most sought-after fashion labels for the fourth quarter. This is the first instance of Balenciaga missing out on the list since 2017 when Lyst began publishing it.
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Balenciaga’s partnership with the National Children’s Alliance demonstrates the brand’s commitment to making a positive impact and addressing important social issues. The program will provide crucial support to professionals and children in need, and help to restore the reputation of the brand after the recent controversy. It serves as a reminder of the power of companies to use their resources and influence to make a positive difference in the world.
