Chinese New Year with a twist: Balenciaga’s ‘Paris Is Home’ campaign

Overview Balenciaga has unveiled a "Paris Is Home” campaign showcasing garments and accessories from its special New Year collection. The creative inspiration behind the campaign is based on Balenciaga's name in Chinese, balishijia (巴黎世家). “Paris is home” (巴黎是家) in Mandarin is also pronounced balishijia. Set against the backdrop of comfortable home settings, the campaign spotlights hand-drawn logo-printed long-sleeve T-shirts, hoodies, denim jackets inspired by doodle-style illustrations, and the Le Cagole handbag. Netizens’ reactions The phonetic play on Balenciaga in Chinese emerged on social media last year and gained popularity across Weibo, Xiaohongshu, and Douyin. The house picked up on the trend as inspiration for its campaign, impressing netizens with its playfulness and creativity. The "Paris is home" campaign hashtag garnered over 122,300 views on Xiaohongshu in the first two days of launching. Verdict Balenciaga continues to assert its pioneering role in engaging with Chinese festivals, and building momentum via localization strategies such as its latest wordplay-based campaign. Whether for romantic 520 Day, also known as “Cyber Valentine’s Day,” or in time for the Chinese New Year, the Kering-owned brand consistently demonstrates a keen ability to tailor its offering to resonate in the local context. In a departure from conventional approaches, Balenciaga's ingenuity shines. The Spanish luxury house has eschewed the typical Chinese New Year zodiac animal imagery by artfully introducing the concept of "wearing Balenciaga feels like being home and revokes lovely memories of reunion" into its New Year celebration campaign. The "Paris is home" campaign, shot with Polaroid, encapsulates the essence of the festive season by presenting joyous moments shared among friends in a nostalgic and timeless format. Balenciaga's ability to seamlessly merge cultural nuances with its distinctive aesthetic not only is a departure from convention, but also solidifies its reputation as a brand attuned to the pulse of global fashion and local traditions.

Chinese New Year with a twist: Balenciaga’s ‘Paris Is Home’ campaign

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Published January 11, 2024

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Chinese New Year with a twist: Balenciaga’s ‘Paris Is Home’ campaign