PPR Group and House of Balenciaga are collaborating to sponsor a museum exhibition called “Cristóbal Balenciaga, Collectionneur de Modes” that will display Balenciaga’s heritage, the designer’s life story and historical clothing items.
On April 13 the exhibition will open and run through October 2012 in Paris at the Cité de la Mode et du Design. Showcasing Balenciaga’s historical fashion collection, the exhibition will also honor the late Cristóbal Balenciaga.
Milton Pedraza, CEO of the Luxury Institute in New York, said, “I think supporting these gallery exhibitions is the right way to spend PPR’s marketing funds that are for nonprofit endeavors. It is a great way for PPR to invest marketing funds in something that is noncommercial. It is a legitimate museum that has great art and history and [the sponsorship] creates wonderful awareness”
The exhibition will mark the 40th anniversary of the late Cristóbal Balenciaga’s death. It will include more than 70 costumes and clothing items and 40 coats and dresses, all designed by Balenciaga between 1937 and 1968, including stain torero costumes, velvet boleros, capes, bustle dresses, cashmere stoles, lace mantillas and samples of embroidery. All of the pieces that will be displayed are on loan from Balenciaga’s family. Photographs, accessories and the designer’s sketches will also be on display.
One of the main purposes for having such an exhibition is to “educate the public and create awareness and affection for the brand”. PPR and Balenciaga are trying to reach average fans of the brand and fashion, in general, and both men and women, allowing everyone to see firsthand how the designer evolved.
Owned by PPR Group, Balenciaga was founded in 1936 in Paris.
Source: Luxury Daily