’Twas an action-packed night at Super Bowl LVIII: Taylor Swift! Usher! Overtime! At last, the Kansas City Chiefs emerged victorious (“Viva Las Vegas!”), but the real winner of the night was Balenciaga.
The brand dressed a bevy of attendees at the star-studded game—a major step in rebuilding its public image post-controversy.
EVGA, SXAC
Unsurprisingly, longtime Balenciaga fan—and new brand ambassador—Kim Kardashian repped the label, opting for a look that was far more motocross than football. She wore an oversized black leather jacket with a massive “B” on the chest and bright green details—a far cry from both teams’ colors. She paired this with ribbed leather pants with built-in knee pads, and a black baseball cap.
Multiple people in Swift’s camp also chose Balenciaga for the big game.
Ice Spice, who looked relatably confused from her position in Swift’s box, wore a black turtleneck with a back cutout and body-hugging skirt from the brand. (The logo was emblazoned across her neck, forearm, and thigh—in case anyone wasn’t sure.) Blake Lively, who also joined Swift in cheering on the Chiefs, wore a sporty, cherry red tracksuit that revealed itself to be from the Balenciaga x Adidas collaboration.
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The Balenciaga Bowl follows a recent closet campaign featuring Kardashian, Paloma Elsesser, Nicola Peltz Beckham, Patricia Field, and Devon Lee Carlson. But tapping major stars—who are sure bets to garner coverage, including in this very publication—is a major step up from a more contained campaign. Who needs a 30 second Super Bowl ad when you have Kim Kardashian, Ice Spice, and Blake Lively baring your logo on the screen all night long?