Is Balenciaga the new Gucci? How the fashion house became the hottest luxury brand of 2022

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Balenciaga has had a fantastic couple of years, recently surpassing Gucci as an “it” luxury brand. Both fashion houses now have broad appeal beyond the boundaries of designer fashion, but in 2022 Balenciaga was in the news relentlessly. Since its mainstream arrival, Balenciaga has been spotted in nearly every A-list celebrity and has even been jokingly said to be the highly publicized divorce sponsor of Kim Kardashian and Kanye West. Balenciaga most notably teamed up with West (formally known as Ye) during the release of his highly anticipated Donate album and even collaborated with him on the last one GAP X Yeezy project.

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Not to mention the huge presence of the brand at the Met Gala last year. Kim Kardashian’s cloak and mask the look, along with Rihanna’s oversized black coat and matching hat, were the speeches of the event. Balenciaga also showed up during a special episode of The Simpsons at Paris Fashion Week in October 2021 and created a virtual clothing collection for the popular Fortnite game, which has certainly helped increase its popularity among the Millennial and Gen Z demographics.

So why do we say Balenciaga is the new Gucci? You don’t have to just take the word of the spirit of the times.

The Lyst index for the fourth quarter of 2021 named Balenciaga the best fashion brand of the quarter, knocking Gucci out of the top spot for the second consecutive quarter. The Balenciaga brand was also listed as one of the Time’s most influential brands of 2022. Then there was the viral Snow globe fall 2022 fashion show and the long list of collaborations with the brand Yeezy X GAP, Crocsand Gucci’s Hacker Project, which have certainly helped its visibility in the mainstream market over the past year.

In 2018, Balenciaga turned out to be the fastest growing brand within the Kering group, which notably owns both Gucci and Balenciaga along with other big names in the luxury fashion industry such as Saint Laurent, Bottega Veneta and Alexander McQueen. , according to Fashion business.

There was a time, just a few years ago, when Gucci reigned as the queen of the fashion world. It seemed like everyone from prominent celebrities to the next door neighbor was starting to show off Gucci Marmont belts, Gucci bags or something else with the brand’s iconic motifs. However, in the last five years or so, it appears that Balenciaga has officially become the new it girl in town, not only popping up all over the celebrity world, but also making her mark on the general population.

It is safe to assume that this newfound fame would all return to Balenciaga’s creative director and co-founder of Ventements, Demna Gvaslia, who took power at Balenciaga in 2015 following the release of Alexander Wang.

We have recently achieved Wesmore Perriottstylist and consultant for image and creativity at Defending Champs, and asked what she thinks of Balenciaga’s skyrocketing popularity.

“Balenciaga has done a great job of connecting with young people and evolving as a more futuristic brand,” explained Perriott. “Incorporating collaborations with Gucci and global artists into their realm of fashion has helped the brand remain relevant as a luxury fashion house.”

Perriott notes that his sense of style “has always involved Balenciaga” and explains that “Demna’s silhouettes and androgynous tailoring” have played a huge role in the brand’s popularity.

Demna is also unusually bold for a stylist. After Demna protested the war in Ukraine during the infamous Snow Globe Parade, The New York Times the style section noted that Demna went “where fashion hasn’t dared before”. Times he even called it “the show of the season”, and it sure was.

One of the most popular versions of Balenciaga was actually a collaboration with Gucci, worn The hacker project. The fusion, which features an ingenious pairing of Gucci and Balenciaga silhouettes, fabrics and patterns, offers the best of both worlds for fans of the brands, allowing shoppers to wear each of the fashion houses’ most iconic insignias in one piece.

These fantastic hybrid pieces have been spotted across the media and social sphere, worn by the Who’s Who of entertainment and fashion, including Beyoncé, Sarah Jessica Parker, Rihanna and Miley Cyrus, to name a few. The Balenciaga website offers more information on the joint project, explaining: “The Hacker Project features pieces that fuse the codes of Balenciaga and Gucci House and in so doing explores and questions the ideas of authenticity, counterfeiting and appropriation within the fashion industry “.

As for the outlook for Balenciaga, the Paris-based fashion house is is expected to unveil its Spring 2023 collection in New York City on May 21, according to our colleagues at WWD. Recently leaked photos also a preview of an upcoming collaboration with Adidas, further proof that the brand continues to consolidate its appeal among younger buyers.

At this rate, Balenciaga shows no signs of stopping its race for world fashion domination. With growing visibility and household name status, she has certainly pushed Gucci into a supporting role.

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