Balenciaga x Simpson branded content launches the new spring-summer collection
Updated: Dec 2, 2021
(2 minutes reading)
The fashion brand Balenciaga adopted an innovative strategy to launch its new spring-summer collection: this event was so particular that it reached many not-that-engaged in the fashion-luxury industry. On the 2nd of October, the French brand revealed the new creations at the theater du Chatelet but; to the surprise of the participants, some unusual special guests were present too. The Simpsons characters were at the center of the catwalk. Balenciaga directors asked Simpson producers to realize an exclusive short movie to celebrate this special occasion.
This strategy can fall in the branded content category: a paid collaboration between a brand and a media focused on entertainment-type sponsorship attracting audience through the entertainment.
The short movie lasts 10 minutes, and it was shown for the first time at the premiere. The narrative begins with Homer Simpson, who persuades Balenciaga creative director Demna Gvasalia to loan Marge a dress to make her birthday special. And it culminates with all the citizens of Springfield ending up in Paris walking with Balenciaga creations. In this Simpson episode, it was possible to find many other celebrities: for example, there was an animated version of the Vogue director Anna Wintour, the model Kim Kardashian, and the singers Justin Biber and Kayne West; all sit in the first row, appreciating the Simpson walk of Balenciaga collection.
Here is the link to the Balenciaga x Simpson short movie: The Simpsons | Balenciaga - YouTube
This clip is creating a big buzz around the fashion brand. Few weeks after the launch, the video reached 8 billion views on YouTube with more than 7 thousand comments: capturing the attention of segments that usually are not the main target of the French company. There are not just these metrics supporting the success of this strategy; in fact, Balenciaga achieved something that many fashion brands have tried for years: stressing the cliché of an event as the launch of a new collection. The surprises didn’t finish with the short movie but characterized the catwalk too, which was executed outside of the premise and shown inside the theater through the same screen.
To understand the innovative spirit of this strategy: it is necessary to contextualize it. We are talking about an industry, as the event one, highly affected by the Covid-19 pandemics: all the events had to be online. Even if events are starting to be organized again in presence, technology is still taking a fundamental role in the narrative of the physical events providing an immersive experience for attendees. It has not to surprise us if in the future we will find more content as the one created by these two brands in what, in the past, were traditional physical events.
Written by: Alessandro Benini