Highsnobiety

2021 might have been Balenciaga's biggest year yet, and its success shows no sign of slowing down as we're only two weeks into 2022, and everyone is trying to get on Demna's friends and family list.

Since he joined Balenciaga, Demna has understood the importance of celebrity when it comes to marketing, most recently making Kim Kardashian his muse as she wore the label almost exclusively towards the tail end of last year. Her SNL appearance was filled with plenty of iconic looks, and Kardashian and the designer even went to the Met Gala together. It is a friendship that keeps on giving, to say the least. Now, Kim is also the face of the label – officially.

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Kim isn't the only one who's been on the Balenciaga wave, Hailey Bieber has been doing what she does best: street style. Just the other day, she was snapped sporting a Balenciaga logo cap, an oversized blazer on top of a hoodie, tailored trousers, and a pair of funky Runner sneakers – a house signature. Hailey's style is always effortless but chic, but in Balenciaga, she's reached a new level of cool.

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In addition to Hailey and Kim, Euphoria actress Alexa Demie has also been on Demna's radar. For the premiere of the show's second season, Demie had not only one, but three custom looks made for her which she flaunted in a Vogue video. As if her character on the show wasn't cool enough, she's even cooler in real life – especially in the black sequin dress on the red carpet.

Then, we also have Dua Lipa.

After her album Future Nostalgia took the world (and the charts) by storm in 2020, she's been everywhere. Her Instagram is a go-to place for inspiration, as her eclectic style is something between Y2K sweetheart and streetwear baddie. Of course, she's also wearing Balenciaga.

I could go on and on, there are endless examples. Cardi B, Isabelle Huppert, and more have been frequent wearers of Demna's Balenciaga, and we're hoping to see even more of it in 2022.

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One thing is for sure, and that is that Demna and Balenciaga sure know what they're doing when it comes to selecting brand ambassadors, and creating hype through celebrity marketing. And it is clearly working because I have never wanted to be a Balenciaga girl more than I do right now.

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