Topic: Digital experience, digital fashion, augmented reality, XR
Featuring
Media: The Drum
“Some of Balenciaga’s biggest critics accuse the brand of setting out to create controversy in the hopes of generating PR. Laurent François, managing partner at 180 Social and 180 Luxe, which counts Dior among its clients, says the whole campaign highlights the problem of ”flirting with boundaries and looking for the next buzz”. He says: ”Instead of nurturing its community around a narrative, progressively building a deeper understanding and helping them move to something less expected and more subtle, Balenciaga jumped into the trap of the next-day headline obsession.” He says it is a reminder that for creativity to impact, especially in the advertising field, it has to be ”obsessed with a certain understanding of deep brand values and a forecast of community reactions… not to mention a certain moral compass within the brand territory.”
