In a bold move, Balenciaga has quit Twitter, becoming the first major fashion brand to leave the social media platform ever since new owner Elon Musk took over the reins. Will this turn into a Domino effect, with other brands from the Kering group following suit? It is yet to be seen. However, Balenciaga is not alone, as celebrities like Gigi Hadid, Shonda Rhimes, and British actress Jameela Jamil did the needful as soon as Musk’s Twitter takeover actualized. Bigwigs like General Motors, Volkswagen, Pfizer, Dyson, and General Mills also didn’t bat an eyelid before deserting the platform.
Balenciaga is the first major fashion brand to become a Twitter quitter, which is surprising considering the global fashion label created a significant source of online buzz on the platform. Creative director Demna sparked conversations and debates on garments and collections with designs including oversized sportswear, sculptural couture, and divisive pieces like $1,790 leather trash bags and $950 Crocs, per Business of Fashion. This exciting tete-a-tete with fans and followers had Balenciaga’s account boasting 950,000 followers.
The Elon Musk era has led to significant changes ushering in more flexible content moderation on the site. This, in turn, makes it difficult for advertisers to avoid being linked with hate speech and misinformation. Balenciaga is bearing the torch not to tolerate Elon Musk’s diktat; it will certainly be interesting to see who else gets inspired.