Forbes India – Fortnite, Fashion: Avant-garde And Nonconformist: Balenciaga’s Rise To Reign Supreme In The Fashion WorldAvant-garde And Nonconformist: Balenciaga’s Rise To Reign Supreme In The Fashion World

Rihanna and A $ AP Rocky attend the 2021 Met Gala Celebrating In America: A Lexicon Of Fashion at the Metropolitan Museum of Art on September 13, 2021 in New York City.
Image: Theo Wargo / Getty Images / AFP

nn the most famous fashion house in the world, according to the fashion research platform Lyst, Balenciaga has not stopped making headlines this year with ideas that seem one more ingenious and avant-garde than the other. From the Simpsons to the metaverse to the ubiquitous presence of the brand on the red carpet at the prestigious MET Gala, this is how Balenciaga became the brand of the year.

Balenciaga seems to attract both charm and criticism, largely thanks to a marketing strategy that can only be described as bold, if not downright insane. Still, the fashion house has the world talked about, it seems, to the point of becoming the most popular brand in the latest Lyst * report on top trends and brands in the third quarter of 2021. The brand, led by Georgian Vetements designer and founder Demna Gvasalia has climbed five spots in just a few months to take on Gucci, another particularly popular brand among Generation Z and previously the undisputed leader of the rankings.

Fortnite, The Simpsons, Kanye West

Although Balenciaga has always been a popular brand, its popularity is now evidently growing by the day. This rise was undoubtedly spurred by the brand’s big return to haute couture last July, after nearly half a century of absence, and has continued to gain momentum since the fall, with projects each bolder than the other. At the end of September, the fashion house blew social media crazy by announcing a collaboration with “Fortnite”, one of the most popular video games in the world, giving players the chance to get virtual Balenciaga fashion clothes and accessories, and by extension, confirming the growing interest of luxury houses in Generation Z. A few days later, the French fashion house struck again. During the presentation of its Spring-Summer 2022 collection at Paris Fashion Week, the brand launched a never-before-seen episode of “The Simpsons”, turning Marge, Homer, Bart, Lisa and the rest of the gang into ambassadors for its latest looks. . It was the world of luxury that made a foray into pop culture, or vice versa, and an initiative that had full impact. And this mix of genres and cultures is an integral part of Balenciaga’s winning strategy. In fact, the brand has understood that Generation Z, the new primary target of luxury homes, wants neither pigeonholing nor stereotypes.

As if to seal its success, it now appears that a plethora of celebrities swear by Balenciaga only, or nearly so. From Kim Kardashian to Rihanna to Kanye West — or Ye by her new name — the fashion house can count on a five-star cast to showcase its outfits. The success of the brand at the last MET Gala proves that Balenciaga is all over the red carpet. And that’s not to mention Balenciaga’s collaboration with Kanye “Ye” West himself during the release of “Donda”. These bets may seem crazy at first glance, but they are winning on all fronts, since the luxury house has evidently never been more popular.

Looking to 2022

And this dominance looks set to last until 2022. Although the luxury label is not currently on the haute couture calendar, neither in physical nor digital form, there is always the possibility that Demna Gvasalia may invent a new format and even more innovative. The brand also recently announced, during a conference for Business of Fashion, that it is setting up a unit entirely dedicated to the metaverse, the new playground of the luxury sector. Nothing more has been said about the project, but there is every chance that Balenciaga is currently working on initiatives that are sure to make the fashion world speak.

* Lyst analyzed the online behavior of its 150 million consumers who search, browse and purchase fashion items from 17,000 brands and online stores. The Lyst Index methodology takes into account consumer behavior on the platform, including conversion and sales rates. The study also takes into account Google searches, social media mentions, and global engagement statistics over a three-month period.

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