Balenciaga’s 2020 Qixi Campaign: Cultural misstep or deep-rooted understanding of Chinese Gen Z subculture?

Yuzu Kyodai argues that Balenciaga’s Qixi 2020 campaign should not be categorised as a ‘misstep’, but rather, acknowledged as nuanced work that speaks directly to its core of Gen Z consumers.

This article is part of a Spotlight series on how brands can craft better culture-relevant marketing that resonates with consumers in a changing China. Read more

Despite the negative publicity Balenciaga received for its Qixi 2020 campaign, it feels as though the ‘misstep’ barely made a dent in the brand’s appeal. Balenciaga continues to enjoy tremendous success, with nearly a third of its business coming fro during the presales and sales in the weeks leading up to 11/11.