After closing 2022 by messing it up, we already have the first data on how the controversy with its Christmas campaign and everything that it unleashed could have really affected Balenciaga. Thus, the renowned Lyst report, which classifies the best luxury brands and products in the fashion industry on a quarterly basis using data from buyers, has excluded the firm of Spanish origin from the top 10. However, the house does not give up and starts 2023 with new efforts to make amends for pissing off having associated your brand with child abuse.
Although, at this point, it’s scary to see the words “Balenciaga” and “niños” in the same sentence, this time it’s for a good cause. And it is that the luxury fashion house and the Kering Foundation have just announced a multi-year partnership with the NGO National Children’s Alliance (NCA for its acronym in English).
Although, after the bomb exploded, the firm was the first to react by withdrawing the campaign, emptying its content networks and apologizing, at the beginning of December its president, Cédric Charbit, issued a statement in which he stated that the brand wanted to learn from its mistakes and proceeded to explain the measures it would take so that something like this does not happen again.
Among them, Charbit explained that they had reserved an “important” fund for donations to organizations with the objective of “help make a difference in child protection“However, it has not been until now that something more specific has materialized. The news is, to this day, the only publication on the firm’s Instagram account and in it they announce that the program will last three years and will focus on three key pillars:
First, they will help the NCA Institute of Mental Health by contributing to their work in helping children recover from trauma. [del abuso infantil] allowing them have greater access to cognitive behavioral therapy trauma-focused. They will also train Balenciaga to take part in actions that adults can take to promote the safety and well-being of children.
Lastly, they will work hand-in-hand to raise public awareness of protecting and promoting a safe and happy childhood. This aid from Balenciaga will allow the NCA to train around 2,000 professionals specialized in child abuse and it is estimated that some 55,000 children will benefit from receiving cognitive behavioral therapy in the course of the three years that the program lasts.
Cover photo | Balenciaga