Balenciaga reintroduces its iconic Le Metropolis line with a star-studded marketing campaign.
What occurred
On April 5, Balenciaga reintroduced its cult Le Metropolis line, first launched in 2001. Dubbed the Bike Metropolis Bag, the merchandise’s enigmatic but sensible attract embodies a sure trend period.
To mark its return, Balenciaga unveiled a marketing campaign shot by famend trend photographer Mario Sorrenti, that includes skills like British trend icon Kate Moss, Danish mannequin Mona Toogard, Chinese language actress and singer Yang Chaoyue, and South Korean singer Juyeon. The marketing campaign reimagines the Noughties period in a up to date context.
The Jing Take
The anticipation for Balenciaga’s Le Metropolis luggage surged on Chinese language social platforms previous to their official launch. On Xiaohongshu, the hashtag “Balenciaga motorbike luggage” garnered over 27.7 million views and 20,000 posts, with customers sharing their Basic Metropolis bag experiences. Many recalled cherished recollections of utilizing the bag and pleasure on the reintroduction.
The marketing campaign, launched yesterday, sparked vital dialogue amongst Chinese language netizens. Yang’s portrait alone obtained over 16,900 views on Weibo inside 12 hours, driving visitors for the launch. Her endorsement, together with Kate Moss’ presence, appeased the nation’s Gen Z and millennial customers. The hashtag “Balenciaga LeCity” on Weibo reached over 4.5 million views by April 12.
Like many different luxurious trend manufacturers, Balenciaga is clearly doubling down on the purse class in instances of financial uncertainty. Responding to the resurgence of classics, Balenciaga launched a refreshed model of the Metropolis, the Le Cagole, in 2021, that includes {hardware} that nods to the Noughties authentic, however with a extra streamlined silhouette. Nevertheless, Le Metropolis is “created to echo the circa-2001 reference virtually precisely, improved upon by way of sustainable manufacturing,” in keeping with the model’s assertion. Proceed to learn the total article right here
