FROM CHIC TO STREETWEAR, A WELL TRACED EVOLUTION

Long before the futuristic sneakers rooted in popular culture, Balenciaga is the name of an ingenious Spanish designer, Cristobal Balenciaga, who revolutionised the history of fashion. Self-taught, his keen taste for women's fashion is nourished by the work of the greatest Parisian couturiers, whose work he admires. Fleeing the Civil War in 1936, he moved to Paris where he supervised his third fashion house. Nicknamed "King of Parisian couture", his creations are a sublime alliance of intense black, Hispanic curves and bold colours.

Upon his death, Nicolas Ghesquière took over the artistic direction of the brand. Then in 2015, when Demna Gvasalia in turn becomes director of Balenciaga, it is the beginning of a new area, streetwear, extravagant and elegant. The house develops the sneaker business, in a zany and futuristic style. The luxury business has thus undergone a striking evolution, when you compare the chic and feminine pieces with the ever more stunning contemporary collections.

A BRAND THAT REDEFINES STANDARDS

While Balenciaga was able to purify women's bodies at the peak of its life, the brand has been rejuvenating its marketing since the arrival of Demna Gvasalia, offering a choice of models that are anchored in the era of time. Demna proves that there are no limits in fashion and is reconsidering the codes of sportswear.

From FOAM, an innovative version of the platform fangs, to Tyrex or even Triple S, which revive the "dad shoes" trend, Balenciaga rhymes with avant-gardism and innovation. With the creation of the Speed Trainer, sneakers endowed with extreme comfort, the company is seducing millions of people around the world. Finally, the Trackre model takes up the challenge of making a practical pair of shoes, since it is similar to hiking sneakers. The strength of the Spanish brand lies in its abundant originality, which is the subject of some criticism. However, this eccentricity pleases and has made its place.

A PROMISING FUTURE, TO SAY THE LEAST

Balenciaga relies on the most influential artists of our time to imagine collections that go beyond the public's expectations. For example, Sam Smith represents the fall-winter collection and Kristen Stewart is the muse of the brand. In addition, the house continues to develop in various categories, jewelry, accessories, men's clothing, and offers collections brimming with originality and know-how.

Balenciaga knows how to deal with fashion upheavals. This is what the house has been able to do to the fashion industry in recent years, and what it intends to do in those to come. From atypical sneakers at the top of the trend to meticulous and avant-garde streetwear, Balenciaga sees a bright future ahead...