Balenciaga, what’s behind the farewell to Twitter

«Some say no» he sang, wearing a nail, Vasco Rossi in 1987, denouncing an increasingly less human reality. Today there are those who say no to something that has become essential: social media. Indeed, Balenciaga he decided to quit Twitteras they have already done Dyson, General Motors and also planetary personalities such as Gigi Hadid.

Not even the time to be able to take another peek at the collection Balenciaga x adidasrecently arrived in the stores, which is the brand of the group Kering decides to delete his profile of over 1 million followers from the chirping bird platform. No real explanation has been given, although it is not difficult to imagine that the new property of Elon Musk.

The eccentric entrepreneur shelled out a whopping 44 billion dollars for the acquisition of Twitter and he celebrated it all not only with a nice «Let that sink in!“, or “Get over it!» but also by showing up with a sink at the headquarters of the social network (playing on the word sink which also means sink).

The beginning of the era Elon it hasn’t been the most optimistic between layoffs and the first failed experiment of the paid blue check ($7.99 a month to get it) which caused quite a few problems. This last gimmick has given way to the proliferation of fake accounts that have impersonated companies and companies with disastrous results. It happened to the pharmaceutical giant Eli Lilly whose shares plummeted after an impersonator tweeted: “We are thrilled to announce that insulin is now free.”

Faced with a situation of this kind, capable of creating instability, it is plausible that even a giant like Balenciaga can worry. Moreover, that of the blue check seems to be just a small taste of the vision that Musk he will want to “impose” on his social network. A possibility, not so remote, is that without due control, the social platform could turn into a place – even – of disinformation and proliferation of content that may offend sensibilities.

It therefore seems to be a sort of “safeguarding” of the brand name before it is too late, in a moment which, moreover, has already seen Balenciaga having to cut ties with a figure that turned out to be at least as problematic as Kanye West.

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Furthermore, the luxury brand’s farewell to one of the most followed social platforms in the world – the first in the fashion field to do so – brings these giants back to a more “human” dimension. Social media works as long as people, businesses and corporations use it. It is the individual, or the user, who makes the machine work, and not the other way around.

Something that Balenciaga he demonstrated by unsubscribing and showing that he doesn’t need Twitter to be one of the strongest brands in the world. Precisely: “Some say no”. Elon was warned.