Yesterday, Balenciaga presented its Spring 2024 collection with a 5-minute short video in which, in the pouring rain, the eye of the (motionless) camera captures “passersby”, who are obviously wearing garments from the upcoming Spring from the Kering Group-owned fashion house.

It all took place on the sidewalk in front of 10 Avenue George V in the heart of Paris, which is the address of Balenciaga’s first couture store, which (re)opened its doors in July 2022.
In reality, however, its history starts much further back.
For it was right there that back in 1937, 53 years before its reopening, the Spanish master of Haute Couture and founder of the maison Cristóbal Balenciaga, started it all by opening his first store, later closed in 1968.

The Balenciaga Couture Store is located inside the most famous triangle in Paris, the one between the Eiffel Tower, Arc de Triomphe and Place de la Concorde, a historic place in the French capital, where the fashion house directed by Demna wanted to give continuity to the legacy of its founder by reopening and giving a new life to that store full of meaning.

Two floors, one dedicated to women and the other to men, where the very essence of Balenciaga is enhanced by bringing together traditions, made up of classic craftsmanship and workmanship, with the most innovative techniques.

“The Couture Store concept is a gateway to Couture fashion, which remains to obscure universe, especially for the younger generation. In this new store, products, bespoke services and retail excellence are a reinvention of the experience for our customers. It is exciting to be able to present this level of craftsmanship, creativity and savoir-faire made in France at our historic address”, these were the words of Balenciaga CEO Cédric Charbit at the presentation of the project.

Today, Demna makes his Balenciaga Couture Store a symbol of the fashion house’s philosophy as well as the focal point of his narrative where past, present and future meet and history takes shape as it is made.