New Year Series
To celebrate the new year, Balenciaga presents the Balenciaga Paris Family Series,
available in selected Balenciaga stores worldwide and on balenciaga.com.
The series of ready-to-wear and accessories is so named because in Chinese, the name Balenciaga, when spelled out phonetically can be translated as such. The similarities between these sounds have sparked a trend in which wordplay is used to generate new meanings for “Balenciaga,” such as Chinese phrases that translate to “Paris Family” and “Paris is Home.”
This trend is the inspiration behind a campaign featuring the new series alongside pieces from the Spring 24 collection. In casual, home settings, friends of the House wear long-sleeve T-shirts, hoodies, denim jackets, and Le Cagole bags decorated with a hand-drawn design that repeats the name Balenciaga in fonts inspired by doodles—lovingly sketched as if on a notebook by a superfan or someone with a crush. A large stole also integrates one of these new logomarks, reminiscent of fantasy titles or metal band branding, in contrasting fleece. The familiar faces layer these looks with sparkling Balenciaga jewelry, hold new and exclusive bags, and wear optical Balenciaga glasses, as well as classic Balenciaga shoes in updated colorways.
The Balenciaga Paris Family campaign is displayed as printouts from a Polaroid camera, suggesting the act of photographing friends during a festive and happy time.
The series of ready-to-wear and accessories is so named because in Chinese, the name Balenciaga, when spelled out phonetically can be translated as such. The similarities between these sounds have sparked a trend in which wordplay is used to generate new meanings for “Balenciaga,” such as Chinese phrases that translate to “Paris Family” and “Paris is Home.”
This trend is the inspiration behind a campaign featuring the new series alongside pieces from the Spring 24 collection. In casual, home settings, friends of the House wear long-sleeve T-shirts, hoodies, denim jackets, and Le Cagole bags decorated with a hand-drawn design that repeats the name Balenciaga in fonts inspired by doodles—lovingly sketched as if on a notebook by a superfan or someone with a crush. A large stole also integrates one of these new logomarks, reminiscent of fantasy titles or metal band branding, in contrasting fleece. The familiar faces layer these looks with sparkling Balenciaga jewelry, hold new and exclusive bags, and wear optical Balenciaga glasses, as well as classic Balenciaga shoes in updated colorways.
The Balenciaga Paris Family campaign is displayed as printouts from a Polaroid camera, suggesting the act of photographing friends during a festive and happy time.
