It is located at 10 Avenue George V downstairs from the atelier and couture salons.
In an interview, Charbit said consumer interest in Balenciaga couture, which returned last July after a 53-year absence, has been “extremely strong,” attracting women and men equally from “new demographics.”
Demna, who has innovated with couture by making it for men and women, and only once a year, is now nudging it into the age of short attention spans by putting looks that don’t require multiple fittings and extensive alterations directly into the new couture store. The executive also suggested that Balenciaga’s audience “wants to engage more” with the brand, and the new couture store offers a more elevated experience.
In a statement, the Kering-owned fashion house said the new couture store would offer “exclusive creations of clothing, accessories and exceptional objects ranging from artisanal to highly technological,” noting that all items would be exclusive to the location, sold in limited editions and with the possibility to personalize them upstairs, where its historic couture salons and atelier are located.
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