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Balenciaga, the Paris-based Spanish luxury brand, is set to launch in India in mid-2023. The announcement comes on the heels of the brand’s star-packed Haute Couture show, which featured celebrities like Kim Kardashian, Dua Lipa, Nicole Kidman, Naomi Campbell, and Bella Hadid. The brand has been making waves recently with its renewed focus on couture and efforts to make luxury fashion accessible to new generations.
Balenciaga’s Recent Resurgence
Balenciaga has been dominating the fashion industry in recent years. The brand’s CEO, Cédric Charbit, has been credited with the brand’s resurgence and has been leading efforts to make couture more accessible. Balenciaga was named the world’s hottest brand in Q3 2021, Q4 2021, and Q1 2022 on the Lyst Index. The brand’s partnership with Meta earlier this year for the Meta Avatars Store has allowed Facebook, Instagram, and Messenger users to dress their virtual avatars in Demna’s creations. Balenciaga’s efforts to expand its reach to new generations have been well received by the fashion industry and consumers alike.
Opening of Couture Store in Paris
In Paris, Balenciaga recently opened the ‘Couture Store’ as part of Demna’s plans to focus on the brand’s couture framework. The store is located at the newly renovated space at 10 Avenue George V, which was the original couture salon that first opened in 1937. The ‘Couture Store’ concept is a gateway to couture, which remains a very closed universe, especially for new generations, according to Charbit. The store aims to make couture more accessible and is a reflection of Balenciaga’s renewed focus on the category.
Balenciaga’s Growing Popularity and Strategy
Balenciaga, under the helm of Georgian fashion designer Demna Gvasalia, has been a major trendsetter in the fashion industry in recent years. The brand’s unique aesthetic and innovative approach to fashion have helped it gain popularity among a diverse audience. Balenciaga’s focus on creating a closed universe of couture fashion has been well received by consumers, with the recent opening of the ‘Couture Store’ in Paris serving as a gateway to the brand’s couture framework.
Reliance Brands Brings Balenciaga to India
Balenciaga’s foray into India will be through a partnership with Indian luxury conglomerate Reliance Brands Limited (RBL). RBL will bring Balenciaga’s range of ready-to-wear clothing, accessories, and footwear to India. This partnership comes just a fortnight after RBL announced that it would also be bringing Italian luxury house Valentino to India, with a store in Delhi and a flagship store in Mumbai.
Luxury Fashion’s Growing Presence in India
The Indian luxury fashion market has been growing steadily in recent years. With a growing middle class and an increasing appetite for luxury goods, India is emerging as a key market for luxury brands. The arrival of Balenciaga and Valentino in India is a testament to the growing demand for luxury fashion in the country.
Fashion Influencers and Celebrities Embrace Balenciaga
Balenciaga has been making waves in the fashion industry with its edgy designs and celebrity endorsements. It-girls like Euphoria star Alexa Demie and Julia Fox have often been spotted wearing Balenciaga. Philanthropist and former Vogue cover girl Natasha Poonawalla made headlines in a voluminous Balenciaga gown that she wore to the Prince’s Trust Gala in New York this April. Balenciaga’s popularity among fashion influencers and celebrities has helped the brand gain traction among younger generations.
Overall, Balenciaga’s arrival in India is a significant milestone for the brand and the Indian luxury fashion market. The brand’s renewed focus on couture and efforts to make luxury fashion accessible to new generations have been well received by the fashion industry and consumers alike. With the growing demand for luxury goods in India, Balenciaga and Valentino’s entry into the market is a clear indication of the country’s potential as a key market for luxury brands. As Balenciaga continues to expand its reach, it will be interesting to see how the brand’s edgy designs and celebrity endorsements resonate with Indian consumers.