Balenciaga’s creative director Demna Gvasalia addressed the controversy surrounding the brand’s ad campaign, clarifying that the imagery linked the collection to punk culture rather than BDSM aesthetics. He shared these insights in a Vogue interview. According to Gvasalia, the Gift Shop campaign was designed to demonstrate the range of items included in the line, which featured pieces for children as part of the storytelling.
The designer described the concept as a montage of disparate elements brought together to form a single narrative. For the Gift Shop segment, he said, items such as children’s clothing and teddy bear shaped bags inspired by punk and homemade culture were included, with no BDSM references any part of the presentation at the October 2022 show. The collection was framed around the idea of adults wearing pieces that contrasted with unexpected combinations.
Gvasalia acknowledged his role in the misstep of revealing that children were part of the shoot alongside a broad assortment of objects. He admitted that it was inappropriate to place a child at the center of the display while the other items surrounded them. The designer described the decision as a mistake and one that should not have been made, expressing regret and indicating that lessons were drawn from the episode.
In the aftermath of the campaign, Balenciaga faced renewed scrutiny and public dialogue about the portrayal of children in fashion imagery. The brand was later reported to have taken steps in its ongoing relationship with partners focused on child welfare and protection. The alliance with a national organization dedicated to supporting children was discussed in industry coverage as part of the brand’s response to the controversy. These developments reflect Balenciaga’s broader efforts to address concerns, restore trust, and move forward with a commitment to safety and responsibility in its communications and campaigns.