Balenciaga's Self-Made Mess: Did They Mean for This to Happen??

Your background knowledge about the various actors and levels of responsibility adds a lot of much-needed nuance to this discussion.. Very very valuable and well-executed content. Thank you, Justine!!

Subtle hints of pedophilia have been seen in entertainment/ads etc for a very long time. I think child actors know more than anyone how disgusting the entertainment industry truly is. I suppose it's no surprise this can extend into the fashion industry since they intermingle often. Balenciaga made the "mistake" of throwing it in our faces very boldly, as if to say "yes this is happening, and there's nothing you can do about it." Maybe they didn't expect THIS much outrage? Not sure what they though they could gain other than attention.

I don't have children yet but as a survival of child sexual abuse this almost broke my heart.I cried at my office hiding in the washroom.I don't know why this hit me that hard. Children should be protected at all cost.

What disturbs me is the parents allowing this to go on🤨

As a fashion designer, I completely agree with you! All the little things you see on a photoshoot have to be approved. And the most bizarre is Balenciaga saying they didn't approve the models being children! The choice of models is one of the most important parts of the process of the campaing, as they will be the "faces" of the brand. Poor excuses!

Your assessement is spot on. I was a producer (commercials and still) for many years and the ONLY way this campaign happened was due to a tyrant with too much power, people scared of losing their jobs and a lot of money.

As a former marketing executive for several luxury brands, this is 100% accurate. The client and agency have multiple layers of approval and consent built into the preproduction, production and post production of every advertising product. There is no such thing as a "one off". I have been a on both the client/brand and agency teams on sets for print and broadcast advertising and NOTHING escapes the eyes of the responsible party, which is always and inescapably the client. "The edgy photographer made me do it" or "the stylist did it without my knowledge" are excuses which simply do not pass the smell test. It just does not happen.

I was not aware of these events until I watched this video. It makes me sick. Thank you for posting and for taking a strong stand against any sort of normalizing sexual abuse of children.

I was so angered by what they did I threw out my Balenciaga perfume. I was glad I decided not to buy their bag because I would have taken it back. Child abuse isn’t trendy or a joke. No one believes that everyone in management didn’t have approval.

What about the parents of those kids? How can they let this happen? The agencies? How can anyone work with children let this happen ? It turns my stomach. If I was a photographer and this was my assignment not only I would refuse to do it but also I would be fighting all those people, then taking action to stop them. I hope they all crumble down to nothing. Thank you for making this video.

When someone shows you who they are, believe them. Always someone these days trying to push the boundaries to include children in sexual themes. Sickening 🤬

Thank you for calling out the BS by sharing how many layers of consent there’s been in this ‘campaign’. Even when they’ll hang someone lower on the ladder out to dry legally, we should hold the others accountable collectively. As a child I was always completely dumbfounded how many adults preferred keeping a blind eye and not stand up for us kids.

Well explained! My 2 children was modelling since childhood and i can confirm all the serious brands Photoshoots have huge production teams who work and select images carefully, they have wardrobe, set, prop, light… and other professionals so and they always have someone from the main brand to watch if all goes the way they planned it. So where is no mistakes here! All was as they planned

So, who is really behind this ad? Why haven’t “they” been exposed? Seems like this disturbing story has been swept under the rug. Excellent video 👍

I worked in photography a while back. There's no way an ad for a big brand like this would make it to print "by accident". Even when we photographed "boring" straightforward catalog stuff, there were many people hovering around making sure it was what they wanted.

Thank you so much for exposing the total depravity, erroneous conscience and poor judgment in this brand. This is not the bad decision of one or two people. This campaign was approved by a multitude of sick minds before being printed.

I’ve noticed the same “mood” with Zara, last year I purchased my toddler clothes and their photos gave me the creeps

As a person that doesn’t work in the fashion industry or marketing and may not know the whole process, this whole situation was very well explained that now I understand the big trouble they are in! Thanks for a great content and explanation in the matter ❤

A very balanced and enlightening commentary, Justine. Thank you for clearing up the layers of responsibility in a commercial brand photoshoot. Your personal experience is appreciated.

I work in marketing and this is exactly what I said when I saw balenciaga’s horrible apology that made it sound like this campaign accidentally happened without their knowledge 🙄 just horrible

Having done editorial modeling when I was younger, EVERY single thing in a modeling shoot is choreographed- from the model's pose, facial expression to every.single. prop that appears in the photo. And the brands look at EVERY DETAIL, including wording on anything in the background and foreground. THERE ARE NO ACCIDENTS - NONE. Cancel the parent company and ALL of its brands - including Gucci - adidas, balenciaga, and EVERY celebrity involved because they know what they were involved with.

I had never heard of Kering or Balenciaga before. So if they just wanted exposure they definitely got it. I am glad I found your video. Thank you for thoughtful discussion of this matter.

You presented this subject matter so clearly and well done! Thank you for raising awareness. I come from the standpoint that many high-budget brands involve themselves in degrading and even evil practices for press and other malicious intents. Over the years, discovering this type of thing has influenced me on what I purchase-I simply do not want to support any brand who thinks these things are okay and good to popularize.

It’s crazy how much work goes into something like this

It's outrageous. It's really a scary world we live in. We cannot excuse Balenciaga for it's project....thank you for speaking out and being bold and also honest.... Much respect

Finally a video on Balenciaga that explains the way this company messed things up for themselves and now has to dig themselves out of the hole they dug themselves! 😩 Happy to hear a concise explanation without a fanatical viewpoint, you are appreciated! ❤❤❤

Thank you, Justine, for your honest opinion. So sickening! They and others the same, deserve to disolve.

I LOVE the way you explain things. Professional, yet simply put and quite entertaining. Plus, you're just cool. A pearl among youtube channels :) it's like a mixture of academic knowledge and social media skills.

And the fact that there are decent companies in the fashion industry means it’s possible - what happened at Balenciaga doesn’t necessarily come with the territory. So there is no excuse really to not meet standards if basic human decency just because you’re a fashion brand. Thank you Justine, great video! Love your background knowledge on the whole context. ♥️

Justine, you nailed it. I also work in brand and advertising and NOTHING is unintentional. This campaign is disgusting and additionally I have recently learned that the CEO of Kering also has been tied to some very troubling product marketing as it relates to children. As consumers they have told us where they stand; it is now up to us to make it clear where we stand.

Yes they meant it to happen 100% exactly in the way it has happened and followed by the predictable non-apology apology.

Justine, thank you for explaining this so eloquently, it sheds some much needed light on this situation. The intent to shock was clearly there, but to involve innocent children is unfathomable.

When my daughter was 7 I was thinking of signing her up for a children's theater camp and the director (male, no children) had them put on a play of Footloose. I thought it was an odd choice for little kids. When we actually saw the play, I was mortified. All of the sexual stuff in the movie was still there and completely inappropriate for little kids. I told him my thoughts later and he said, "I never thought about it."

A very interesting take from someone who has solid experience in the fashion / marketing world and how every step is approved . Thank you for your work on this topic . It’s vital we stay on this

Thank you, Justine, for your moral compass. Child actors and models have always been subjected to being sexualized; however, Balenciaga’s pedophilia was so overt that it couldn’t be ignored. If any company deserves to be “canceled”, one who mocks a Supreme Court decision to excuse their own complete lack of judgement and flaunts sexual child abuse should definitely be. They’re not cool, trendy or avant-garde; they are disgusting.

You're an absolute treasure! Your professionalism is just top-notch! Thank you so much Justine!!💜💜

Fashion industry brands always had controversial dark origins...Not all of them, but many!!!Let us not forget famous designer's and brand's ties with nazis during WWII.Anyway, keep up the good work , Justine, your content is amazing!!!

Thank you, finally someone that actually knows how photoshoots are done. There is NO way, they did not see that, it was clearly strategically planed

Do not foreget the stack of books on the desk of 'the lawyer' and their disgusting content. What is disturbing is that they ALL feel comfortable enough to do this. Their life is soked with this and they feel free enough to express themselves. All levels were oke with this. That says something. Very very worrying.

This is horrible. There is so much trafficking in this world and children are targets. I am so appalled by this brand’s message to the world and a certain group of people. Thank you for talking about this Justine.

I've never been in marketing or design and I know well enough as a regular Joe that the company was involved in this shoe and it wasn't just a photographer like they are saying, my brother is a professional photographer and he doesn't make all the rules for the photo shoots. They got exposed and now they are lying!

Thank you Justine. I worked with a fashion photographer just after college. She had very little input comparative to the art director and marketing team and this was working with local brands. Can't even imagine the tight control a huge brand like Balenciaga would have. I already pity the scapegoat whoever it may be. This whole thing makes me want to vomit. It is so horribly wrong on such a deep level.

What an incredibly well-made video. I’m not interested in the fashion industry but I was just curious. This was very informative.

I love how you kept it PC. The truth is whoever approved it bust be into child pr0n or even worse things that we should probably not mention here. People need to start asking why they would do this.

Thank you Justine for being brave and having strong values and explaining how impossible it was that Balenciaga didn't know about the details of that campaign. How disgusting is that high profile people that have children sill supporting this monstrosity done against the most vulnerable part of our society our innocent CHILDREN.

No one's even bothers to seriously investigate what goes on behind the scenes. Many of these companies, groups, and individuals communicate with each other. Thank you for the breakdown, very useful to hear it from someone who's familiar with the industry.

Bravo Justine. Thank you for speaking up for children and their protection.

Thank you Justine for this video. With respectfully presented facts and analysis like this, I have high hopes in the return to values of the fashion industry. 🌈✌

Justine, hats off to you for addressing this in such an incredibly professional manner. It does not surprise me one bit, I spent 35 years in the industry and some things made me sick to my stomach and angry at times but a make-up artist holds little sway! I am so glad that this has come to light . It needs a mass movement to stamp out the abuse and exploitation of children, and the predators, here's hoping this goes a long way to doing just that. Thanks heaps. xx

oh man... this is horrible. My mum has talked about this problem for the past 30 years. And I have a cool pair of addidas basketball shoes ... I am going to give them to charity. I can't ever wear them again. And I am glad I never fell for the Balenciaga look. That's super creepy. Thank you for covering this. I actually only listened because I didn't want to see any of the images. As soon as you showed the first image, even from my phone screen I could tell it was disgusting. Wow. You do a great job of explaining all the details. I have been on photo sets before and I agree, nothing is left to chance. Even to the point of combing strands of hair. I would have walked off that set for sure. What were they thinking? Group think is dangerous. The agency that put those kids in that position should also be questioned. What are they thinking??? Wow.

That was so enlightening, thanks for the effort and the transparency 💝

Great insight into the professional process. This campaign will hopefully bring the company down and serve as a wakeup call for the future.

As a brand manager and marketing/creative director for many years, your assessment of the depth of corporate involvement and responsibility is spot on. Especially in the case of a co-sponsorship. No way Adidas gets out of this scot free. When I worked on cooperative campaigns, the “suits” on set doubled. This entire campaign was carefully calculated and crafted down to the position of each item. The stylist would have c-very carefully positioned that sheet of paper to make sure EXACTLY which words were legible.

Well said Justine. It’s shocking for the worst possible reasons. The arrogance to think that they could get away with this is breathtaking.

When there are drag queen story hours for preschoolers and elementary school kids being asked what their pronouns are, why are we surprised by this? It’s all part of a bigger picture. Childhood is sacred: protect children now!

Thank you for bringing your professional knowledge to our understanding of this grotesque situation.

Thank you Justine for standing firm on your beliefs and educating those of us that don’t know the fashion industry. Bless you for protecting the children that are exploited by these companies.

Thank you for explaining the process to us and giving more context to it

Knocked it out of the park with this assessment Justine. They knew exactly what they were doing.

Thank you for your balanced and well-informed presentation of this situation. Your expertise and perspective is so valuable and appreciated!

I know it's hard to shoot a provocative campaign these days, but this crossed a line. Wonder what everyone involved was thinking in their marketing-bubble^^. If that ended up on my desk, I would have expected the outcome straight😅

Thank you for making this video. With your knowledge, you have made it clear that the brand company knew. This is the most horrifying, the way this is all going, even in politics. We need to do more research, because this is what is happening in politics (Epstein is not the only one, ok?), and the people involved are famous, or wealthy in the world, with finances and lobby pull. I believe the anti abortion wave was started recently, not for 'love' for the children, but for a supply. I'm sorry. Normal people fighting for anti abortion may have altruistic reasons, but I assure you, this is not what started this movement. Pay attention.

Thanks for describing usual work structure in such business. So basically whole company is filled with sickos not just their designers.🤮 They should all be investigated on background.

This is totally vile and disgusting. Any celebrities still attached to the brand are morally bankrupt.

Thank you soo much I’m done with Adidas and every brand that was involved in this

Thank you for this. I hope that company crashes and burns. I have friends who were sexualized as children and I see the devistation it causes to the entirely scued way they see themselves, the world, it's dreadful the adult life many have. Even down to how unaware of themselves they are. Yet if anyone is on the side of the adults who do this to innocent children they need to be locked away forever. Sadly this gender rubbish where anything you feel goes is helping, sorry but it leads to distorted thinking. Bella L

Disgusting, thank you for the update! Never buy this brand

Justine, thank you for speaking up on this issue. I am disgusted with Balenciaga and their disregard for child rights.

I was stunned by Balenciaga's initial response of trying to blame the initial campaign show designer, the Christmas campaign photographer and every one of the myriad people you mentioned who attended the photoshoot without accepting any blame themselves. People who wouldn't care about Balenciaga may not know how fashion campaigns work but we all know that you do what the boss says to do. If it's adults wanting to watch adult men and women stomp through the rain in outfits that cost more than most of us make in a year, that's fine. It's not my esthetic but it's not my place to judge. I do believe it is my (and your) place to judge the treatment of children in advertising. Where was anyone with a lick of good sense or even good taste? Where were the parents who decided, yes, if it's Balenciaga who want to sexualize my four year old it must be ok.

Thankyou for standing up to all of this and for the children 😊

Thank you for an excellent post Justine.There are some people in the comments section who are survivors of child abuse so the intelligent and sensitive way you talked about this is impressive.

What a Woman of Substance. Your content is well executed. Thank you.

As disturbing as this is, I'm glad it happened so people can have their eyes opened. There needs to be a revolution. We should be protesting this in public, not just on our keyboards.

“Balenciaga made their bed not once, but twice.” I whole-heartedly agree with this. They knew what they did wrong, and they did it again. Very upsetting. Thank you so much for explaining the process to us and for speaking about this!

Wow, I know nothing about the fashion industry and was able to follow and understand your arguments. I agree with your conclusion. I do not even shop for regular clothes and am somehow watching this story thinking they should burn all luxury clothing brands to the ground.

The very mindset of someone who thinks child exploitation is ‘edgy’ or ‘stylish’ is disturbing.

Thank you Justine...they thought they would get away with it...someone is sick somewhere... please never buy their products/clothes. Protect children NOW.

Thank you! So well put. The "fashion show" itself seemed to be an imitation of Alexander McQueen as some sort of comment on the war in Ukraine -- while McQueen's statement was personal/emotional the Balenciaga show was exploitative. As to using such a questionable photographer; what is wrong with those people? The first photograph was sickening and the second wasn't any better, depicting a child as a "gangsta" -- really? Balenciaga has been off the rails for years; might was well let them rest in peace.

When you dig deeper into the Instagram accounts of the stylist and the associated artists there are images of child cruelty and animal cruelty that are horrific but of course now these accounts have all been privatised There is a lot of disgusting imagery in the higher echelons of the fashion and entertainment industry

I'm grateful this is the only piece of media I have consumed on the matter, and the only piece I will. Thank you for making a thoughtful and informed video, Justine

Thank you for sharing all that would be involved. It’s really disgusting

How dare they do such things and think they can get away with it?

In my view, Ballenciago was testing the waters. How close are we to getting the public to accept pedophilia and child abuse? So they’ll back off for now. But they will be back. This will end in violence either against children or against those perpetrate these atrocities. If we look at culture now vs even 10 years ago, we see an accelerating trend of increased depravity. Thank you, Justine, I appreciate your remarks.

Justine, I have always loved your fashion advice, but now my admiration is doubled for you speaking out on this horrific ad campaign!! So much more than any celebrities are doing!! ❤

GROOMING OUR CHILDREN Also grooming our young and impressionable adults to accept it as edgy and cool. This is outrageous and thank you for your ethically guided opinions and education. For knowing this is wrong. There are so many layers to this video. I can appriciate the runway call to attention to the pains of the refugees. But where this went with photo shoots with children with (as?) suggestive objects is sickening!!! I ended up watching it a second time and gained so much more information and understanding. As a mother struggling with a sense of PC vs. Family values, I am so concerned with this obvious attempt to grooming our children for over-sexualized behaviors!!! I cannot understand where it is coming from! I have to work so hard to build a sense of safety for them to grow in. They need to know a subconscious sense of security. Which is sadly, the essence of the struggles of the refugee camps!! Which prepares the brain for PTSD, a very real and destructive experience for sufferers, their loved ones, and communities. I recommend anyone concerned with this social development to research the L.O.L dolls that have been being sold to young children for years!!! They are very S&M, last I saw. Dip them in water to their panties and lingerie with smeared mascara appears. And they fill shelves in every dollar brand store and Walmart I have been to. When I had first heard of this toy's special controversy, I spoke with my children about them (our YOUNG daughter was showing desire for them). My older son told me he had already known about them and seen these s&m children's dolls at friends houses. More and more evidence of sexual grooming being pushed into our social structures.

Your a good girl...the world needs more people who have good virtues.

It sounds like everyone involved with the childrens photo shoot, needs to be investigated, if they were unable to comprehend how the items used, were highly inappropriate, then they may have questionable images on their devices or be acting inappropriately with children in private. How many of the people who worked on the campaign, are parents??

👏🏼👏🏼👏🏼 loved it ! Your analysis is very clear, intelligent and rich from your experience in this fashion world. I subscribe 😊

Very analytical and informative. 👏🏾👏🏾Balenciaga can try whether they want. We all know what they were projecting. Thank God I don’t spend my hard earned money on such a brand. Heartless people who chooses money and fame over young and vulnerable children. It’s sickening🤦🏾‍♂️

Thank you so much for telling this, dear Justine!

Thank you for honesty and explanation of this horrible campaign

Thanks for this amazing video, the innocence of kids most be preserve & yes, Fashion should be separated from it!

As a mother of two children (boy 7, girl 4), I'm obviously shocked and appalled by this campaign. We live in a strange world where making money is more important than well being of our children. Thank You for this video ♥️

Thank you for your professional confirmation of the ownership Balenciaga had PLENTY of say in the final published shots of this event. I'm getting rid of all of my Balenciaga and Gucci items (and anything else associated with this Brand owner)!

I hope a lawyer chimes in. I want to know if Balenciaga actually have a case with their lawsuit of the mysterious entity that produced this campaign without their knowledge 🥴

They knew exactly what they were doing and their apologies are meaningless. The parents who allowed their children to be photographed with this type of content have responsibility as well. They could have pulled their children out once they knew what the content would be. I guess the money was more important to them. Truly disturbing and disgusting.

Thank you Justine... I'd heard bad things about Balenciaga last week. I absolutely abhor this exploitation. Wouldn't buy from them if you paid me... xxx I pray they all crash and burn...

It’s amazing that they thought this would be accepted as “edgy”. Thank you Justine for bringing this to our attention.

the thing is i understand very clearly the message they are trying to send-between the holiday campaign and s/s campaign, the lawfirm-ish setup, the choice of high-profile people on the latter campaign. and that is the creepy part.

Bottom line : those who thought and said nothing are they themselves immune to things that offend us.