From Cristobal to Demna: The Role of Brand History in Balenciaga`s Promotion

This article examines the role of brand history in the promotion of Balenciaga. Tracing the house’s development from Cristobal Balenciaga to its contemporary creative directors, it considers how heritage supports brand recognition, perceived authenticity, and premium positioning. Particular attention is paid to the reinterpretation of archival silhouettes, the return to haute couture in 2021, and the use of digital communication and provocation. The article argues that history becomes an effective promotional resource when recognizable brand codes remain connected to the contemporary cultural context.

Balenciaga, brand history, brand heritage, promotion, luxury fashion, haute couture, digital communication.