Balenciaga

Photo of the storefront for Balenciaga

What Was the Accusation?

Luxury fashion house Balenciaga faced widespread criticism in November 2022 over two separate advertising campaigns that critics said associated children with disturbing sexual imagery. The company’s Gift Shop campaign featured young children holding plush bear handbags whose accessories included harnesses, fishnet clothing and other elements widely described as resembling BDSM or bondage gear. Balenciaga removed the campaign and apologized, acknowledging that the bear bags should not have been photographed with children.

A separate controversy involved Balenciaga’s Garde-Robe campaign. In one photograph, papers placed beneath a handbag included material from the U.S. Supreme Court’s decision in United States v. Williams, a case involving federal law concerning the promotion of child sexual abuse material. The appearance of the legal documents intensified the backlash and contributed to accusations that the campaigns reflected inappropriate or deliberately provocative references to child exploitation. Balenciaga denied intending to promote or normalize child abuse and said the legal documents had been included without its approval.

The company’s initial response drew additional criticism because Balenciaga filed a $25 million lawsuit against production company North Six and set designer Nicholas Des Jardins over the Garde-Robe props. Balenciaga subsequently acknowledged its own failures of oversight, dropped the lawsuit and announced changes to its advertising review process. President and CEO Cédric Charbit said the company would strengthen content validation, establish an image board, use external review, provide responsible-communication training and work with organizations dedicated to child protection. Creative director Demna separately accepted responsibility for the artistic concept of the Gift Shop campaign, calling the decision to feature children with the products inappropriate and apologizing for the resulting offense.

Key Apologia Strategies

Mortification, Corrective Action, Shifting Responsibility, Good Intentions

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Transcript

Balenciaga’s Initial Statement on November 28, 2022 Regarding the Gift Shop Campaign:

Balenciaga President and CEO Cédric Charbit’s December 2, 2022 Statement:

Instagram Statement from Balenciaga CEO

Sources

Cartner-Morley, J. (2022, November 29). Balenciaga apologises for ads featuring bondage bears and child abuse papers. The Guardian. https://www.theguardian.com/fashion/2022/nov/29/balenciaga-apologises-for-ads-featuring-bondage-bears-and-child-abuse-papers

Paúl, M. L. (2022, November 28). After teddy bear backlash, Balenciaga announces lawsuit for separate ad. The Washington Post. https://www.washingtonpost.com/nation/2022/11/28/balenciaga-campaign-ad-scandal-lawsuit-porn/

Picchi, A. (2022, November 28). Balenciaga apologizes for ads with kids holding teddy bears in bondage gear. CBS News. https://www.cbsnews.com/news/balenciaga-apologizes-for-ads-with-children-teddy-bear-bags-bondage-gear/

Reed, S. (2022, November 28). Balenciaga “takes full responsibility” for controversial ad campaigns. Glamour. https://www.glamour.com/story/balenciaga-issues-new-statement-about-disturbing-ad-campaigns

Shoaib, M. (2022, December 2). Balenciaga drops lawsuit, Demna apologises amid campaign controversy. Vogue Business. https://www.vogue.com/article/balenciaga-drops-lawsuit-demna-apologises-amid-campaign-controversy

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