Balenciaga is gearing up for a busy 2025 with multiple initiatives, including a potential relaunch of its iconic 1947 perfume, Le Dix. The fashion house, now under the leadership of CEO Gianfranco Gianangeli, has filed trademarks for Le Dix and its mirrored double B logo, hinting at future launches in perfumes and cosmetics. This aligns with parent company Kering’s push into high-end beauty, following the recent fragrance debut by Bottega Veneta.

Balenciaga’s global expansion includes three significant store openings: a 570-square-meter store in Austin, Texas, a 940-square-meter space in Shanghai’s Taikoo Hui complex, and a renovated 1,200-square-meter flagship in Beijing. The Chinese stores integrate cutting-edge technology, offering virtual experiences via Apple Vision Pro headsets, allowing customers to explore runway shows and the brand’s Parisian couture ateliers.

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Romeo Beckham for Balenciaga.

The brand has embraced digital innovation, introducing features like NFC-enabled apparel and the Balenciaga | Ledger Stax wallet for cryptocurrency management. Its latest campaign, This Is Balenciaga, features stars like Romeo Beckham and Kim Petras, continuing its strategy to attract younger, tech-savvy audiences.