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Dominique Muret Translated by
Nicola Mira Published January 6, 2025 Reading time
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Balenciaga busy on multiple fronts, said to be mulling perfume launch

By

Dominique Muret Translated by
Nicola Mira Published
January 6, 2025

2025 is set to be a busy year for Balenciaga. The fashion house owned by the Kering group, which named Gianfranco Gianangeli as its new CEO at the start of this year after Cédric Charbit left for Saint Laurent, is busy on a number of fronts. Balenciaga made the headlines before Christmas with a new campaign lensed by Juergen Teller, opened a spate of new stores in China and the USA, and deployed various high-tech initiatives. It is also said to be preparing the relaunch of its historic perfume Le Dix.

According to Milanese newspaper MF Fashion, in November 2024 Balenciaga filed a trademark application for the name and logo ‘Le Dix’ with France’s National Institute of Industrial Property (INPI), in the perfumes, make-up and perfumed candles categories. Le Dix was the name of Balenciaga’s very first perfume, created in 1947 and named after the address of the label's Parisian headquarters. When Cristóbal Balenciaga moved to Paris in 1937, he based his fashion house, which he had founded in San Sebastian, Spain, in 1917, at 10 avenue George V. The label returned to the same address a little over a year ago.

The information has not been confirmed to FashionNetwork.com by Balenciaga, but the application documents suggest the label’s strategy is to diversify into perfume. A hypothesis that is all the more plausible given that, when it set up the Kering Beauty division in 2023, the luxury group led by François-Henri Pinault said from the outset that fragrances would be the first category to be developed, positioning its brands at the top end of the market. Bottega Veneta’s first fragrance collection was launched as planned at the end of 2024.