The luxury fashion brand has taken a major step in being one of the first few largescale companies to remove itself from the social media platform. Although Balenciaga has not expanded on its reasoning for cutting its ties and departing with the platform, speculation can only assume it comes after Musk’s acquisition.
Since Elon Musk’s takeover of the platform in late October, drastic changes have been made to the company’s operation and on a user surface level. Mass firings, multiple executive resignations and employees having to sleep at work are some examples of what Twitter has looked like in recent weeks due to Musk’s new management style. If the exploitation and violation of Twitter workers’ rights aren’t enough to make companies think twice, the changes made for users and accounts may well be.
Musk’s decision to remove the verification symbol on Twitter accounts has led to chaos as misinformation has spread by brand impersonations. Companies such as Dyson have removed advertising campaigns from the social media site, along with many others pausing campaigns. Brand reputations and identities have been put at risk for many companies as their promotion campaigns have appeared alongside unwanted tweets which violate children’s rights. This has appeared following Musk’s vision for the platform to enable free speech, which celebrities such as Gigi Hadid have referred to as a place allowing the spread of hatred and bigotry. Along with Hadid, big names such as Jameela Jamil and Sara Bareilles have also removed their Twitter accounts.
However, within the fashion world, Balenciaga is so far the only luxury fashion house to wave goodbye to the chaotic landscape which is now Twitter. So, the question follows whether other fashion brands will follow their lead and step back from the platform or whether they will remain solitary? Visual platforms tend to be more effective for fashion brands and therefore Twitter may be an easier exit for fashion brands as opposed to other brands. We can only imagine regarding the scale and pace of changes happening at Twitter that other fashion houses will join Balenciaga in unity.
Words by Erin Wilson
Graphics by Mia Washbrook
