Balenciaga tries to repair its damaged reputation by partnering with a ... trends now
Embattled French fashion house Balenciaga is partnering with a children's charity in an attempt to salvage its reputation in the wake of the advertising campaigns that featured documents about child porn and teddy bears in bondage gear.
On Wednesday, the label and its parent company Kering Foundation said that they have begun a three-year partnership with the National Children's Alliance, which is based in Washington DC.
According to a statement, Balenciaga will work with the NCA in helping children to heal from the trauma caused by abuse, promoting public awareness of child abuse and child protection, the NCA will educate Balenciaga on the actions that adults can take to further protect children.
Thanks to Balenciaga's endowment, the NCA will be able to train close to 2,000 child abuse counsellors which will in turn benefit around 55,000 victims, the press release said.
The company in the statement: 'We were confronted with the reality and magnitude of childhood trauma during our listening tour where we engaged with several leading organizations and experts in the field of childhood trauma.'
Outrage: There is continued anger over Balenciaga's campaigns. Actress Anna Lynne McCord leads a protest outside the Rodeo Drive store earlier this month
The press release went on to say that the company will continue to work towards creating a more positive environment for children.
The NCA works with nearly 400,000 children across the US every year. The non-profit created a mental