Balenciaga Is Opening A Couture Store

As one of the most captivating figures in contemporary fashion, Demna has consistently shocked the industry with his irreverent designs and surprising business decisions. In his latest act, the Georgian designer is enacting his own 'see now, buy now' model with Balenciaga's upcoming couture collection. The maison's newly renovated space at 10 Avenue George V — the original couture salon that first opened in 1937 — will be the site of the Balenciaga Couture Store that will offer exclusive creations of clothing, accessories, and exceptional objects. In true haute couture fashion, all products (limited, of course) will be available for personalisation in the upstairs atelier.

This second chapter in Demna's couture journey follows his debut last year as he dusted off the doors to the atelier that had been closed since 1967. Utilising the original location honours the brand's history, while creating a modern and engaging experience for today's customer. While the world of haute couture has a reputation of being closed off — thanks in part to the high price point and exclusive clientele — the decision to create this concept space is the brand's way of modernising the practice. 'The concept of the Couture Store is a gateway to couture, which remains a very closed universe, especially for new generations,' explains Balenciaga CEO Cédric Charbit. 'It is exciting to be able to present this level of craft, creativity and made-in-France savoir-faire in our historical address.'

The Balenciaga Couture Store is set to open 6 July with selected pieces from the brand's upcoming couture collection available for purchase immediately after the show.