Under Pierpaolo Piccioli, Balenciaga has launched TechWear, a sportswear line of leggings, cropped tanks and catsuits in moisture-wicking, antibacterial fabric, built with ultrasonic-welded tape instead of stitched seams. But the clothing is only half of it. The launch comes with a wellness push: pop-ups in Paris, Beijing, Shanghai and Bangkok serving smoothies, juices and protein and adaptogen bars, plus a first-of-its-kind partnership with fitness chain Barry’s — full-day studio takeovers with custom classes, branded playlists and a co-branded smoothie in eight cities from Los Angeles to Sydney.
In Paris the ‘Balenciaga Boost’ pop-up ran 26–28 June at 10 Place des Vosges, timed to men’s fashion week. A house that used to sell bags and couture now sells sweat, recovery and a healthy lifestyle as part of the brand.
So…:
When health becomes status — what part of your offer could become something people show off?
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Balenciaga (press)