Balenciaga’s Iconic Return: A Glimpse into the Parisian Fashion Legacy
GEORGE V COUTURE STORE 10, AVENUE GEORGE V, PARIS VIII
Step into the world of timeless elegance and creativity as Balenciaga returns to its historic founder’s Parisian headquarters at 10 Avenue George V. With a rich history dating back to 1937, the legendary fashion house now occupies a grand six-level space after extensive renovations and expansion. Let’s explore the iconic address that once dressed the elite, showcased collections, and continues to inspire with its captivating revival.
A Glorious Past and a Promising Future
In 1937, the esteemed designer Cristóbal Balenciaga established his Parisian ateliers at 10-12 Avenue George V. This historical address served as the heart of his fashion empire until his retirement in 1968. Today, after a meticulous restoration, the building reflects the original interior of Balenciaga, preserving the brand’s heritage and legacy.
Interior, GEORGE V COUTURE STORE, 10, AVENUE GEORGE V, PARIS VIII
In 2021, the artistic director, Demna, unveiled Balenciaga’s first Couture collection since the time of Cristóbal Balenciaga himself. The newly reopened Salons de Couture at 10 Avenue George V now houses the Couture Store, a unique retail experience offering exclusive collaborations and one-of-a-kind pieces. The architectural renovations embrace the Maison’s rich history while incorporating modern touches, creating a seamless blend of past, present, and future.
The interior decor of the historic Maison Balenciaga was discreet, with neutral tones and typical elements of a Parisian apartment, meticulously chosen not to overshadow the collections. In 2021, the delicate arabesques of off-white stucco and the elegant grey carpets were recreated and patinated to evoke the passage of time. Demna’s attention to detail provides an authentic, aged ambiance as if the apartments had been reopened after a half-century of abandonment.
Interior, GEORGE V COUTURE STORE, 10, AVENUE GEORGE V, PARIS VIII
A Home for Balenciaga’s Vision
With the reopening of the historic headquarters, Balenciaga embraced its legacy while infusing modernity into its brand narrative. The recent campaign for the autumn-winter 2023/24 collection, shot amidst the building’s restoration, featured the mesmerizing talents of renowned photographer Tyler Mitchell, alongside celebrated actress Isabelle Huppert and top model Vittoria Ceretti.
Winter Collection. Photo: website Balenciaga
Balenciaga’s return to its founder’s historic Parisian home at 10 Avenue George V marks an exciting chapter in the brand’s enduring legacy. As the Maison embraces its heritage while staying attuned to the pulse of modern fashion, it continues to inspire and captivate fashion enthusiasts worldwide. Balenciaga’s renaissance reminds us of the timeless allure of artistry and creativity as it gracefully bridges the past with the future.
