"Balenciaga – the luxury fashion brand encased by controversy, celebrity, and media coverage – is an infamous brand name in pop culture and fashion news. What can be shocking to hear is the intense origins and messy heritage hiding behind the Balenciaga name.

Over the past couple of years, Balenciaga has no doubt been pushing fashion standards and advertising norms; and by uncovering the meaning behind this sudden burst of media coverage and provocative ideas, I have discovered deeper insight into the Balenciaga lore.

 The current topic of controversy behind the Balenciaga brand has been catapulted into the public orbit since the Gift Shop Campaign published in 2022, which instantly received global criticism and outrage for the disturbing imagery that depicted children alongside inappropriate items and with overall themes of sexual exploitation. This is what ignited me to explore and answer the article title: Is Balenciaga using shock marketing and controversy to cover up a company empty of heritage?..."

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Carry on the article which explores in-depth topics such as Balenciaga’s heritage alongside its competitors, defining the concept of shockvertising (especially within the fashion industry), and how Balenciaga structures its relationships with the media.