Balenciaga, the Master of Haute Couture

This chapter deals with Balenciaga, a brand that carries the name of the designer known as “The Master of Haute Couture”, one of the most revered and influential fashion designers of the twentieth century. Characterized by sculptural quality, deft manipulation of textiles, and dramatic use of color and texture, Balenciaga creations are inspired by works of art and become works of art themselves through overlapping forms and genres. In this way, artification turns an elitist–but still commercial product—into a hybrid that acquires aesthetic and symbolic value and restores that aura lost due to production logics. Following this perspective, the main contribution of the chapter is to highlight how Balenciaga developed hybridization processes since contemporary artists are involved in the creation of the new flavor of the Balenciaga brand. Through the analysis of primary and secondary data from different sources, the authors will also underline the relevance of luxury brands adopting this strategy that brings art and fashion to get innumerable mutual advantages. In conclusion, the authors draw main managerial implications.