Demna had solidified Balenciaga’s identity as one of the most fashionable luxury brands of the past decade. He dressed celebrities in oversized couture, redesigned unusual sneakers, and overall, created an iconic brand for younger audiences. Demna made Balenciaga a recognizable name in streetwear culture.

Fast forward to 2025: luxury group Kering, owner of Balenciaga and Gucci, named Demna the new artistic director of its underperforming brand, Gucci. However, it also named former Valentino creative director Pierpaolo Piccioli as the new creative director of Balenciaga. Piccioli’s designs focus on clean silhouettes, haute couture, and bringing back older styles from Balenciaga’s past.

But this change poses the question: is it possible for luxury brands to change their brand identity without losing customers who contributed to their success?

Demna Era (2015–2025) : Streetwear, oversized silhouettes, sneakers, provocative designs, and younger consumers.

Looking at this change from a marketing standpoint, rebranding can be risky. While brands tend to shift their brand identity to reach new consumers, they risk losing consumers who embraced their previous brand identity. Think of how many people think of Balenciaga as Demna’s weird streetwear. Piccioli’s artistic direction may not be what these consumers expect.

In an interview with Vogue Business, Kering admitted that Balenciaga has faced some commercial difficulties during the transition between creative directors. Brand sales neither increased nor decreased because of Piccioli’s designs, but what happens when your brand means something to your consumers that you can’t sell?

Piccioli Era (2025–Present) : Haute couture, elegant silhouettes, vibrant colors, womenswear, and reinterpretation of the brand's heritage.

Shifting your brand’s identity is risky because you never know what your customers will think of your brand. While your company might be moving in one direction, your customers may still recognize the brand for what it used to be.

If Balenciaga wants to succeed with this new change, it should not fully shift away from Demna. The brand should mix Piccioli’s sleek designs with Demna’s established streetwear brand identity.

Moral of the story: your brand belongs to both you and your consumers.

Yes, Balenciaga can change its designs overnight. But consumers’ perceptions of a brand cannot be changed overnight.

Photo Resource:
https://www.gq-magazin.de/artikel/balenciaga-winter-2024-show-paris-fashion-week
https://www.fashionsnap.com/article/balenciaga-26ss/

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