Popularizing Haute Couture: A Balenciaga Brand Case Study

Abstract

Technology has transformed the way big names of the fashion industry release their collections and exhibitions. From Youtube to Instagram, products of the new technological revolution, even luxury brands have approached their audience by using mass communication. That having been said, the main objective of this article is to introduce the concepts of popular culture and mass culture in order to relate them with haute couture through a case study of Balenciaga brand, which is originally a product of haute couture and nowadays has redesigned their clothes from a creative element conquering its audience in social media.