Kim Kardashian is facing backlash over her partnership with Balenciaga—and not for the first time, but experts told Newsweek what they think the Kardashian can do to remedy the situation.
The reality star has long been associated with the Spanish fashion house, becoming a brand ambassador for the second time in January. However, the move has angered many of Kardashian's fans following Balenciaga's Christmas 2022 ad scandal.
The luxury brand was accused of "child abuse" and "pedophilia" over the divisive holiday campaign, which featured young children holding teddy bear backpacks wrapped in "bondage gear."
Balenciaga's collaboration with Adidas also caused controversy. The 2023 Spring campaign, released the same month, showed a model resting her feet on a desk piled with papers.
Eagle-eyed social media users noticed that one of the documents referenced the United States v Williams case. The 2008 Supreme Court ruling upheld the PROTECT Act, an earlier law that aimed to prevent child abuse.
Balenciaga swiftly apologized, but the scandal hasn't been entirely forgotten. At the time, Kardashian said she was "disgusted and outraged" by the campaign, reportedly discussing the issue with the company's representatives.
"As a mother of four, I have been shaken by the disturbing images," the 43-year-old said.
"The safety of children must be held with the highest regard and any attempts to normalize child abuse of any kind should have no place in our society."
Now, whenever Kardashian wears the brand on social media, outrage follows, with her Oscars dress sparking the latest furor on Instagram.
Christina Kroll, founder of Kroll PR and an expert in crisis communications, believes the partnership has dented Kardashian's image, but not irredeemably.
"Balenciaga made a big mistake with its ad campaign exploiting children," Kroll told Newsweek. "In our cancel culture, the immediate reaction is to stop all interaction with the brand, but mistakes happen."
Evan Nierman, CEO of global crisis PR firm Red Banyan, agrees, believing the partnership is unlikely to affect the reality star's reputation in the long term.
"Her public persona has thrived off of controversy," Nierman told Newsweek. "From the infamous sex tape that catapulted her fame, to the drama surrounding her marriage to Kanye West, Kim became a household name and brand by making controversy work in her favor."
However, publicly condemning Balenciaga and then returning as an ambassador may have damaged her public image in the short term.
According to Kroll, authenticity is key to longevity in the spotlight, with Kardashian's silence likely worsening the backlash.
"A celeb who apologizes, tries to remedy the situation, and continues to do better is allowed to make a few mistakes," Kroll explained.
"However, continuing to wear the clothes without thought could be ruinous, making her seem thoughtless and heartless."
Nevertheless, the socialite will likely bounce back, with Kardashian reaching a level of fame that's hard to topple.
"Kim is opportunistic and a brilliant businesswoman who is too big to be canceled," Nierman said, although he added that some missteps, such as criminal charges, can take a celeb down for good.
If a star is associated with a "canceled" company, it requires careful planning to ensure their personal brand remains separate.
"While they may act as a representative in some capacity, their stances on a range of issues are still their own, and this can be expressed carefully in a manner that underscores their autonomy, while avoiding directly criticizing the brand or jeopardizing the partnership," Nierman explained.
To improve her public image and separate herself from the scandal, while still maintaining her partnership with Balenciaga, Kroll recommends that Kardashian "speak up" and explain why she continues to work with the company.
"Kim spoke to the brand about the campaign and shared her disgust," Kroll said. "She should publicly share her discussions with the brand and confirm Balenciaga is committed to doing better."
Newsweek has reached out to Kim Kardashian and Balenciaga for comment via email.
Uncommon Knowledge
Newsweek is committed to challenging conventional wisdom and finding connections in the search for common ground.
Newsweek is committed to challenging conventional wisdom and finding connections in the search for common ground.
About the writer
Sophie is a Newsweek Pop Culture and Entertainment Reporter based in Lincoln, UK. Her focus is reporting on film and ... Read more
To read how Newsweek uses AI as a newsroom tool, Click here.
