Brand storms onto scene

The T-shirts sold out in a week after the show.

In homage to local cuisine and culture, Balenciaga partnered with the renowned Nanxiang Steamed Bun Restaurant. From May 29 to June 2, the restaurant in Shanghai's Xintiandi shopping area offered a special steamed bun infused with French black truffles, accompanied by personalized takeaway packaging.

The Balenciaga show was also a highlight of the 2024 "FIRST in Shanghai" season of new global product launches. "FIRST in Shanghai" is a new strategy launched by the metropolis, aimed at enhancing the city's significant position in the global consumer market, and promoting consumption upgrades and high-quality economic development in the city.

Balenciaga's retail presence in China started about 10 years ago when Demna had just joined the brand, hence China was a very early adopter of Demna's aesthetic.

"Chinese clients were among the first to truly understand Demna's vision and the first to deeply embrace it," says Charbit, who visited China three times on average every year for 15 years before the pandemic.

"I'm happy and impressed every time I come to China as the enthusiasm around the brand is immediately visible."

In all neighborhoods and across all age groups, he has seen individuals wearing Balenciaga or embodying a distinct Balenciaga style that bears the hallmark silhouette created by Demna, he adds.

"China is a strong market that is both solid and extremely dynamic. … We are committed to and confident in our future development in China. Balenciaga plans to further strengthen our presence in the Chinese market with a steady, strategic approach in terms of expanding our retail network with store openings at Beijing's Sanlitun and Shanghai Taikoo Hui Store later this year," he says.