Balenciaga becomes the first fashion house to invest in Substack

2 Jul 2026

With its more personal and independent tone, Substack is a safe haven for writers. From opinions and social commentary to confessions during Fashion Week , fashion critics and writers alike have (almost) all signed up. Active contributors include authors Julia Kerninon and Tish Weinstock , film critic Emmanuel Burdeau , artist Patti Smith , and designer Bella Freud. Known particularly for its newsletters, Substack fosters a sense of connection with its writers.

Balenciaga has officially launched its presence on Substack
This marks the first time a luxury brand has joined the program. Balenciaga sponsors creators in fashion, music , and wellness , offering added value by unleashing creative ambition. “It’s a model that works because the incentives align with the relationship of trust between the creator and the subscriber,” Substack CEO Chris Best told Vogue Business . The French fashion house will not only publish content but will also support these independent authors and creators through newsletters, discussions, and events.

“Substack is redefining the media landscape by giving more control to independent publishers and creators. Balenciaga has long supported bold voices across all cultural fields, and this partnership seemed like a natural extension of that commitment,” Gianfranco Gianangeli , CEO of Balenciaga , told Vogue Business . Beyond the fashion house, other brands are also active on the platform, such as Glossier and Rare Beauty .

In a landscape dominated by algorithms, Substack stands out as an independent pioneer in cultural horizons, at the crossroads of digital media. The choice of the haute couture house is not insignificant, but speaks volumes about the current desire of fashion houses to break free from traditional platforms.