The campaign originated from a phone number printed across a pair of shirts at a recent runway show

The creative king at Balenciaga, Demna Gvasalia, has created a different kind of marketing tactic to reach Balenciaga fans. Its  Fall 2018 collection featured two shirts for men with a phone number printed across them. For the curious who might have dialed it, the other line will pick up.

The number points to a Balenciaga hotline, answered by a woman who asks an odd series of personal questions like your age, pet ownership or preferred vacation destinations. Vogue reports that the conversation starts with a promise of confidentiality then abruptly ends with a statement that the data will be deleted.

It could be a radical way for Balenciaga to collect information about its audience—the same thing most brands are doing surreptitiously online. But if the woman on the other side is telling the truth about deleting the data, the hotline achieves one thing: to foster a temporary but intimate connection between the customer and the luxury brand.

Those who want to try it out can dial this French phone number: +33.1.56.52.87.99.

Balenciaga


Lead Image: Balenciaga via Facebook

The creative king at Balenciaga, Demna Gvasalia, has created a different kind of marketing tactic to reach Balenciaga fans. Its  Fall 2018 collection featured two shirts for men with a phone number printed across them. For the curious who might have dialed it, the other line will pick up.

The number points to a Balenciaga hotline, answered by a woman who asks an odd series of personal questions like your age, pet ownership or preferred vacation destinations. Vogue reports that the conversation starts with a promise of confidentiality then abruptly ends with a statement that the data will be deleted.