What Happened to Balenciaga?
Balenciaga, a luxury fashion house founded in 1917 by Cristóbal Balenciaga, has navigated a complex history marked by groundbreaking design, significant controversies, and recent leadership changes. After facing a major scandal in late 2022 involving controversial ad campaigns, the brand underwent internal restructuring and a change in creative direction. As of 2026, under the leadership of CEO Gianfranco Gianangeli and Creative Director Pierpaolo Piccioli, Balenciaga is working to redefine its aesthetic, moving towards a more refined and human-centric vision while addressing past financial challenges.
Quick Answer
Balenciaga, a luxury fashion house, experienced a significant crisis in late 2022 due to controversial ad campaigns featuring children. This led to widespread backlash, a decline in sales, and internal restructuring. In mid-2025, Demna (formerly Demna Gvasalia) departed as Creative Director, succeeded by Pierpaolo Piccioli, who has since been steering the brand towards a more elegant, fluid, and human-centric aesthetic. As of August 2026, Balenciaga is in a period of creative and business transition, with new collections emphasizing comfort and individuality, while its parent company, Kering, notes ongoing efforts to restore balance and address financial performance.
📊Key Facts
📅Complete Timeline15 events
Founding of Balenciaga
Cristóbal Balenciaga opens his first boutique in San Sebastián, Spain, laying the foundation for the luxury fashion house.
Relocation to Paris
Due to the Spanish Civil War, Balenciaga moves its operations to Paris, France, where it quickly gains acclaim for its haute couture designs.
Founder's Retirement and House Closure
Cristóbal Balenciaga closes his fashion house, retiring from the industry. He passes away three years later.
Brand Revitalization
The French fragrance group Jacques Bogart acquires Balenciaga and revitalizes the brand, reintroducing ready-to-wear collections.
Acquisition by Kering
Balenciaga is acquired by the French luxury goods company Kering (then PPR), integrating it into one of the world's largest luxury conglomerates.
Demna Appointed Creative Director
Demna Gvasalia (later known as Demna) is appointed Creative Director, ushering in a new era characterized by streetwear, oversized silhouettes, and a blend of high fashion with everyday aesthetics.
Controversial Ad Campaigns Scandal
Balenciaga faces severe backlash over two ad campaigns: one featuring children with BDSM teddy bears and another with documents related to child pornography laws. This leads to widespread public outrage and calls for boycotts.
Gianfranco Gianangeli Appointed CEO
Gianfranco Gianangeli takes over as CEO of Balenciaga, signaling a leadership change amidst the brand's efforts to recover from the 2022 controversy.
Pierpaolo Piccioli Appointed Creative Director
Kering announces Pierpaolo Piccioli as the new Creative Director of Balenciaga, effective July 10, 2025, succeeding Demna.
Demna's Final Ready-to-Wear Collection (Spring 2026)
Demna presents his final ready-to-wear collection for Balenciaga, Spring 2026, titled 'Exactitudes,' a retrospective of his decade at the house, featuring a collaboration with Britney Spears.
Demna's Final Haute Couture Show (Fall 2026)
Demna presents his last haute couture collection for Balenciaga, Fall 2026, marking his official departure from the brand before moving to Gucci.
Pierpaolo Piccioli's Debut Collection (Spring/Summer 2026)
Pierpaolo Piccioli debuts his first collection for Balenciaga, Spring/Summer 2026, titled 'The Heartbeat,' at Paris Fashion Week, signaling a return to refined elegance and the house's foundational codes.
Fall 2026 Collection Unveiled
Balenciaga unveils its Fall 2026 collection, 'Body and Being' or 'ClairObscur,' under Pierpaolo Piccioli, exploring the interplay of light and shadow and the human form.
Spring 2027 Collection 'Unsized' Unveiled
Balenciaga officially unveils its Spring 2027 collection, 'Unsized – A Lightness of Being,' designed by Pierpaolo Piccioli, focusing on freedom, comfort, and clothing that adapts to the wearer.
Piccioli's Haute Couture Debut (Fall/Winter 2026/2027)
Pierpaolo Piccioli presents his highly anticipated first haute couture collection for Balenciaga, Fall/Winter 2026/2027, during Paris Haute Couture Week, receiving an emotional standing ovation.
🔍Deep Dive Analysis
Balenciaga, established in 1917 by Spanish couturier Cristóbal Balenciaga, has long been a pivotal force in haute couture, known for its innovative silhouettes and architectural designs. After its founder closed the house in 1968, it was revitalized in 1986 and eventually acquired by the French luxury group Kering in 2001.
The brand experienced a significant resurgence under Creative Director Demna (formerly Demna Gvasalia), who joined in 2015 and ushered in an era defined by streetwear influences, oversized silhouettes, and a blend of high fashion with everyday aesthetics. This period saw Balenciaga become one of the 'hottest' brands in the industry.
However, in November 2022, Balenciaga faced a severe public relations crisis stemming from two controversial ad campaigns. One campaign featured child models holding teddy bears in BDSM-inspired harnesses, while another included a Balenciaga x Adidas bag placed on documents related to a U.S. Supreme Court case on child pornography. The backlash was immediate and intense, leading to accusations of condoning child sexualization, widespread boycotts, and a significant drop in brand rankings and sales. Balenciaga issued multiple apologies, withdrew the campaigns, and initiated internal and external investigations, including a $25 million lawsuit against the production company and set designer, which was later dropped. The brand also partnered with the National Children's Alliance to demonstrate its commitment to child safety.
The fallout from the scandal prompted a major internal overhaul. Gianfranco Gianangeli was appointed CEO in November 2024 (or early 2025), replacing Cédric Charbit. A pivotal change occurred in mid-2025 when Demna announced his departure from Balenciaga to become the creative director of Gucci, with his final ready-to-wear collection (Spring 2026) and haute couture show (Fall 2026) serving as a retrospective of his decade-long tenure. Following Demna's exit, Pierpaolo Piccioli was appointed as the new Creative Director of Balenciaga, effective July 10, 2025.
Under Piccioli's direction, Balenciaga has begun a new chapter, aiming for a return to the brand's couture roots with an emphasis on elegance, fluidity, and a human-centric approach. His debut Spring/Summer 2026 collection, 'The Heartbeat,' in October 2025, and subsequent Fall 2026 collection, 'ClairObscur,' in early 2026, showcased relaxed silhouettes, innovative materials, and a focus on the body's natural movement. His Spring 2027 collection, 'Unsized – A Lightness of Being,' unveiled in June 2026, further explored the concept of clothing designed for freedom and self-expression, moving away from rigid tailoring. Piccioli's haute couture debut for Fall/Winter 2026/2027 in July 2026 was met with acclaim, highlighting sculptural precision and emotional expression.
Financially, Balenciaga has faced challenges in the wake of the 2022 scandal and during its creative transition. Its French branch recorded losses of €205 million in 2024 and €164 million in 2025, with turnover falling from €1.059 billion in 2024 to €850 million in 2025. The company's debts reached €759 million in 2025, prompting concerns that parent company Kering may need to recapitalize the brand. Online sales for balenciaga.com were $70.7 million in 2025, a significant decrease, though growth of 10-20% is projected for 2026, suggesting a potential turnaround. Kering's first-half 2026 results, released in July 2026, indicated that Balenciaga had a 'more challenging quarter' as it navigated its creative transition and worked to restore business balance, with leather goods remaining a strong category. The brand continues to engage in collaborations, with successful partnerships like Scholl footwear and Under Armour contributing to revenue growth between 2024 and 2026. As of August 2026, Balenciaga is actively working to re-establish its brand identity and market position under its new creative leadership, focusing on a blend of heritage and modern elegance.
What If...?
Explore alternate histories. What if Balenciaga made different choices?