After Cristóbal Balenciaga's retirement in 1968, the brand experienced a period of decline. However, it was revived in the late 1990s under the creative direction of Nicolas Ghesquière, who reinvigorated the brand with a fresh, modern perspective. Ghesquière's work at Balenciaga was marked by a fusion of futuristic elements and timeless elegance, which resonated with a new generation of fashion enthusiasts.

In 2015, Demna Gvasalia took over as creative director, further pushing the boundaries of fashion with his bold and unconventional designs. Under Gvasalia's leadership, Balenciaga has become synonymous with streetwear-inspired luxury, blending high fashion with everyday wear. From the iconic "Triple S" sneakers to oversized hoodies and logo-heavy pieces, Gvasalia's designs have redefined modern luxury.

One of the standout aspects of Balenciaga is its ability to stay ahead of trends while maintaining its heritage. The brand has embraced technology and digital innovation, creating unique experiences for its customers both online and offline. For instance, the brand has been a pioneer in the use of social media and digital marketing to engage with its audience.