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Balenciaga’s 2020 Qixi Campaign: Another cultural misstep by a luxury brand or deep-rooted understanding of Chinese Gen Z subculture?

Balenciaga’s 2020 Qixi Campaign: Another cultural misstep by a luxury brand or deep-rooted understanding of Chinese Gen Z subculture?

by yk_service | Feb 9, 2021 | Shanghai

First published on WARC Despite the negative publicity Balenciaga received for its Qixi 2020 campaign, it feels as though the ‘misstep’ barely made a dent in the brand’s appeal. Balenciaga continues to enjoy tremendous success, with nearly a third of its business...

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