Balenciaga [IG] ambassador Nicole Kidman and models Kate Moss, Amelia Gray and Kit Butler take the stage in the brand’s new ‘Le City’ bag campaign, shot by Mario Sorrenti [IG].

Old Balenciaga Mistakes

AOC notes in our ‘last 30 days’ Balenciaga Google search that media as established as New York Magazine’s ‘The Cut’ are rehashing past Balenciaga problems connected to a certain ad campaign.

These ‘updated’ posts carry zero fresh Balenciaga news tied to a past controversy. AOC doesn’t play that game until we’re convinced that the narrative is consequential, based on scope and impact.

As few as 50 negative comments can drive a brand narrative that really isn’t happening. Websites are looking for clicks; and sordid past mistakes are a way to rehash them.

‘The Cut’ reinforces the message that all the previously ‘horrified’ ambassadors are back.

Deep Discounting in China

The only Balenciaga business news we will share comes from BoF, who in mid-June [2024] noted the brand’s deep discounting in the all-important Chinese luxury sector.

Balenciaga averaged a 40 percent discount on sale items in China, in three of the first four months of 2024, according to BoF.

The discounting represented a huge increase over 2023 and is not confined Balenciaga, according to these reports. Capri Holdings Ltd.’s Versace, LVMH’s Givenchy and Burberry Group PLC have all slashed prices by more than 50% on Tmall and other domestic platforms in June.