Agenda-setting intelligence, analysis and advice for the global fashion community.
10 Avenue George V is a mythical address for Parisian couture: the first floor housed the haute couture salons of Cristóbal Balenciaga, one of the most exacting and rigorous designers who ever lived. Disdainful and heartbroken by the dwindling of women to dress as styles and lifestyles shifted, Cristóbal closed his couture business in 1968. Today, the house that bears his name is owned by luxury conglomerate Kering and attracts a clientele that appreciates its broad-shouldered tailoring and monstrous sneakers, but has little concept of the history of the house. And yet that history is a fundamental asset to the brand and a main source of inspiration for designer Demna Gvasalia, who now goes simply by Demna.
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