Balenciaga has wiped its social media clean. As of today, the posts which once littered the label’s Instagram have completely vanished, Tweets have been deleted, and its Facebook has been gutted for content. 

While social media has been speculating as to what it means, it appears the house is laying fresh soil for it’s much-anticipated Couture show, set to be staged in Paris next week (July 7), thus heralding a new era for the fashion house. As of an hour ago, Balenciaga made its first comeback tweet – perfunctory details of the upcoming, 50th couture collection with a sign-up link to watch the runway. After a decade-long, rampant love affair, might this reflect a new, restrained, relationship between social media and fashion houses?

Earlier this year, Bottega Veneta signed off from socials completely, deleting not only posts but entire accounts altogether – choosing only to draw back its curtains via digital journals and exclusive salon shows, where phones are strictly prohibited. That’s almost definitely not what is happening here, though. The label’s TikTok account has, after all, survived the cull – meaning whatever stunt Balenciaga has up its sleeve, its Gen Z audience are still very much on its mind.

Over on Instagram, Balenciaga’s candid style of photography once seemed to counter all of the platform’s performative varnish. But perhaps wacky Photoshopping and mundane moments just didn’t feel very Couture, anymore. 

While actual details of Balenciaga’s debut Couture collection remain under tight wraps, we do know that Demna has reconstructed a replica of Cristobal’s couture salon to house the show. Until then, keep an eye out on Balenciaga’s socials and check out the label’s most recent Gucci showdown in the gallery above.