Balenciaga’s Ghost Post
Demna’s magic lingers on the brands feed with a subtle three posts.
After unveiling his successful Balenciaga Spring/Summer 2026 collection as a final farewell, Demna Gvasalia offers the brand’s audience a subtle wink. On June 11, 2025, all posts were archived, leaving behind a blank canvas. What was expected to be a quiet transition in anticipation of Pierpaolo Piccioli—Balenciaga’s new creative director as of May—was unexpectedly disrupted by a small stream of Demna’s past campaigns and an iconic 2018 runway look.
To many, Balenciaga’s newly appointed creative direction comes at a crucial moment, as Demna’s provocative, ultra-modern aesthetic has proven disturbance. Yet, despite the praise of transition, recent posts reveal a cheerful fanbase applauding the designer who brilliantly redefined luxury streetwear and steered it into uncharted territory.
In 2015, Demna was positioned as Balenciaga’s creative director succeeding Alexander Wang. His recognition from his first brand, Vetements, gained much attention. His Soviet upbringing was easily translated in western dystopian silhouettes such as oversized sweatshirts and logo-mania. Demna was fearless to recognize the surreal beauty of streetwear. Ironic absurdity fueled his work, often perplexing critiques questioning his re-brand overall. With no fear, satire was his design language. Despite his provocative approach to luxury, the 83-year-old French company more than doubled its sales, surpassing $1 billion.
Overcoming massive controversy and confused audiences, Demna’s reign at Balenciaga has come to rest as of his last collection. His appointed role as Gucci’s new creative director shocked many due to the houses refined design heritage. His new position has received mixed reactions—some critics voicing their fear of departure from the brands heritage, while others express a hopeful direction highlighting Gucci’s influence on streetwear. Whether Demna’s position upsets some luxury audiences, his disruptive vision promises to hold streetwear firmly embedded in high fashion.
Balenciaga’s significance on Instagram was formed by Demna’s playful touch on consumer culture. Today, the brand’s digital strategy will be remembered for blurring the lines between marketing and performance art. Demna Gvasalia’s last three posts are to remind us his depiction of our obsession with image, status, and absurdity.