Demna speaks out after the Balenciaga scandal. Image Source: THR
Demna speaks out after the scandal.
Demna, the creative director of Balenciaga, speaks out for the first time since the ad campaign scandal last year.
Demna apologized again in an interview with Vogue for the two ad campaigns that were universally criticized for using improper props such as lawsuit papers related to a child pornography case and children holding teddy bear designer bags that emerged to be bondage-inspired, among many other dubious items. He also discusses the house's new protocols and how the situation has caused a shift that will lead him back to his true love — fashion design.
Demna revealed that The Gift Shop campaign had nothing to do with the Spring 2023 campaign, as they were shot at different times, one in October and the other in July. The campaign was designed to advertise the product line in conjunction with the end-of-year holidays adding that it was a wide range of categories of products that necessitated a concept in which many various products could be shot all at once. He continued that the kidswear, as well as plush teddy bear bags, were part of the "gift shop" selection, referencing punk and adults in the October 2022 show who wore DIY culture, not BDSM and them.
Demna assumed he could combine all of the aspects but instead of shooting all of the product lines launching because he was required to combine a range of concepts, products, and gifts into one campaign. He went on to say that this is where his major error occurred, and that he didn't even realize how unsuitable it would have been to put these elements in the picture while still having the kid in the center. Unfortunately, he mentioned that he had the wrong impression and made a poor decision, and that the label should not have showcased children in images with unrelated and inappropriate objects.
Balenciaga's designer added that no one, including himself, had raised the issue of it being inappropriate. There were control processes in place, and people were involved internally and externally but they simply did not notice what was wrong. This was a major error in the decision, and he probably regrets it. Demna told Vogue that they had managed to learn from this and that there will be more comprehensive checks and validation processes in place before any image is released. He wishes to convey his regret and sincere apologies for what occurred and to anyone who was harmed as a result of it.
Demna was asked in the interview about the sudden backlash after the campaigns were released, to which he replied that he realized that he needed to look at everything from a very objective point of view and assume how it can speak to a specific audience and be responsible for that. The creative designer said that it was a reaction he never would, ever want to provoke, he said, adding that he was aware that his work was regarded as provocative, but this particular situation would never be part of his provoking nature. That was the most difficult thing for him personally: How could he not see the problem?
Because it is now abundantly clear to him that it was the wrong thing to do. He claimed to have been called terrible names, which he and Balenciaga are not. That was difficult on top of the horror of being associated with the child abuse problem and he added that these are the mistakes they have made, and they must accept responsibility for them, and he would never mess with a subject like that. Demna went on to say that he realized his prior work had been viewed as provoking at times. And he appears to believe it also impacted how consumers perceive his work, and it might be another charade. That, however, was not the case. He had to think about what was incorrect with his judgment.
On asking, how is Balenciaga reacting to everything that has happened? What steps is the brand trying to take to protect against politically incorrect imagery? How is he going to proceed? Demna clarified that the process begins with the restructuring of the image department and the creation of new rules of checks and validations that goes through multiple internal and external channels for the image to be checked and approved. He further added that there is now a new image board that involves various sensibilities; before an image is released, the board will give their opinion about it.
He went on to say that as creative director, he will be required to question everything. It fundamentally alters his working style, which had previously been more instinctual; and does something potentially provocative simply because he was thinking, Oh, that's fun. This is part of his growth and development and mentioned that he will reach everything he discharges as an idea or an image with more sophistication and seriousness. Demna says that he has decided to return to his fashion roots, as well as the roots of Balenciaga, which are quality clothes rather than images or buzz.
Learning from their mistakes also entails educating oneself on the subject and contributing to the cause which is why Demna revealed that Balenciaga is partnering with a nonprofit organization called the National Children's Alliance (NCA) for a multiyear collaboration, which he thinks is fantastic because it will help thousands of kids conquer trauma and deal with their mental health. It's the only thing that makes him happy about this whole terrible situation: the opportunity to do something good with it.
