Balenciaga is suing the production company that ran an advertising campaign that linked the French fashion house to child pornography.
Balenciaga says North Six committed “unexplained acts and omissions” by displaying in an ad a court decision upholding a criminal ban on child pornography, according to a $25 million complaint filed Friday in the New York State Supreme Court . It alleges that the production house’s “malicious, or at least extremely reckless” oversight of the ad led to the “false association” between the company and the “repulsive and deeply disturbing subject of the court decision”.
The 2008 Supreme Court ruling United States v Williams, which affirmed the constitutionality of a law prohibiting the distribution of child pornography, was partially visible – but not immediately noticeable – in the ad for a black bag with three vertical stripes. The campaign was launched shortly after Balenciaga apologized for another ad, which is not the subject of this suit, featuring children posing with teddy bears dressed in what appears to be bondage clothing.
Balenciaga in one statement on Instagram said she was certain the papers in the ad were “fake office papers” but “turned out to be real legal papers most likely from the filming of a television drama.”
“The inclusion of these unapproved documents was the result of reckless negligence for which Balenciaga has filed a complaint,” reads the company’s statement, which said it “reinforces the structures around our creative processes and validation steps.”
The ad, which has been removed from the company’s website, was part of its partnership with Adidas in spring 2023. Balenciaga has also faced criticism for delaying a decision to cut ties with Ye, the rapper formerly known as as Kanye West, due to anti-Semitic remarks.
North Six declined to comment. A company representative stressed that it was not associated with Balenciaga’s earlier ad of kids with teddy bears, had no creative input during the shoot, and was not on set during final arrangements.
Kim Kardashian, who regularly collaborates with Balenciaga, said on Twitter she “re-evaluated my relationship with the brand based on their willingness to take responsibility for something that should never have happened – and the actions I expect them to take to protect children.”
Photographer Gabriele Galimberti, who shot Balenciaga’s ad of the children which was subsequently removed, said in a statement on Instagram posted last week that he had no say in what props or models were used in the campaign.
“I was only asked to light the given scene and take the shots according to my signature style,” he said. “As is usual with a commercial shot, the direction of the campaign and the choice of the objects shown are not in the hands of the photographer.”
