In November 2022, Balenciaga’s creative director Demna presented an ad campaign that showed children holding teddy bears in bondage harnesses. This show was held in a giant white room without decorations and it took place during the Paris Fashion Week Spring/Summer 2023. Loads of people thought that Balenciaga’s intent was misunderstood because it made the impression that there was a wider conspiracy behind the ad, in fact in a photo of the collaboration’s Three Stripes there was a bag and behind it there were some documents which contained statements of the Supreme Court; these documents included the Protect Act which is a federal law that outlaws the advertising of child pornography. The response towards Balenciaga was pretty harsh and people even created the hashtag #cancelBalenciaga trending on TikTok and on Twitter publically accusing the brand of pedophilia and child exploitation.

In February these accusations were addressed by balenciaga’s staff and its director Demna, who apologized to the people that felt hurt by this ad and also the director announced that he would partner with NCA (National Children’s Alliance).

Kim Kardashian, before the scandal, was an active supporter of the brand, but in late November she posted a story that said: “ I have been quiet for the past few days not because I haven’t been disgusted and outraged by the recent Balenciaga campaigns”.
This statement had the meaning of a revaluation regarding its future relations.
Julia Fox also made a speech on Tik Tok, saying that even though she didn’t have any relations with the brand, the spot turned out to be horrific and inappropriate. She also said that she felt sick to her stomach and this was about an issue with “men” in general, whereas not only in the fashion industry.

In Italy it didn’t cause this much drama and no one actually complained but still we must pay attention to this type of actions because it’s disrespectful towards children but especially towards humanity and their rights.

 

      this is the teddy bear that scared everyone

 

 

         Francesca Grato, Mariastella Guerra IIIAL