{"id":72681,"date":"2026-11-09T09:30:00","date_gmt":"2026-11-09T08:30:00","guid":{"rendered":"https:\/\/luxonomy.net\/?p=72681"},"modified":"2026-11-07T16:23:44","modified_gmt":"2026-11-07T15:23:44","slug":"balenciaga-ficha-a-martine-rose-la-prueba-empieza-despues-del-desfile","status":"publish","type":"post","link":"https:\/\/luxonomy.net\/es\/balenciaga-ficha-a-martine-rose-la-prueba-empieza-despues-del-desfile\/","title":{"rendered":"Balenciaga ficha a Martine Rose: la prueba empieza despu\u00e9s del desfile"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Balenciaga ha elegido a Martine Rose para dirigir su pr\u00f3xima etapa creativa. Kering anunci\u00f3 el nombramiento el 6 de noviembre, un d\u00eda despu\u00e9s de comunicar la salida de Pierpaolo Piccioli. Rose asumir\u00e1 el cargo en Par\u00eds el 16 de noviembre. Desde que fund\u00f3 su propia firma en 2007, la dise\u00f1adora ha construido un lenguaje reconocible a partir de la ropa cotidiana, la m\u00fasica y las subculturas londinenses. Su trabajo con la proporci\u00f3n y el modo de presentar las colecciones explica por qu\u00e9 la noticia interesa m\u00e1s all\u00e1 del calendario de desfiles.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Una identidad que se pueda llevar a la tienda<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Para una casa de esta escala, la cuesti\u00f3n es c\u00f3mo trasladar una mirada tan personal a productos que deben convivir en tiendas de mercados muy distintos. El desaf\u00edo no consiste en reproducir la est\u00e9tica de su firma en otro escaparate. Consiste en convertir decisiones de dise\u00f1o \u2014el volumen de una chaqueta, la forma de un zapato, la manera de llevar un bolso\u2014 en un lenguaje reconocible de Balenciaga. Si esa traducci\u00f3n funciona, el equipo de tienda podr\u00e1 explicar qu\u00e9 distingue una pieza sin recurrir \u00fanicamente al nombre de la dise\u00f1adora o a la repercusi\u00f3n del desfile.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Los \u00faltimos datos de Kering ofrecen un punto de partida. En su informe del tercer trimestre, el grupo se\u00f1al\u00f3 que la marroquiner\u00eda de Balenciaga resisti\u00f3 mejor que sus categor\u00edas de ropa y calzado. Es una diferencia relevante para compradores y responsables de producto: las categor\u00edas no llegan al relevo en la misma situaci\u00f3n. Una novedad que atraiga a clientes hacia la marca puede cumplir una funci\u00f3n distinta de la de un bolso que sostiene las ventas durante varias temporadas.<\/p><div id=\"luxon-2615581565\" class=\"luxon-3er-parrafo luxon-entity-placement\" style=\"margin-top: 20px;margin-bottom: 20px;margin-left: auto;margin-right: auto;text-align: center;\" data-lux-ad=\"63481\" data-lux-placement=\"63633\" role=\"region\" aria-label=\"Advertisements\"><a href=\"https:\/\/luxonomy.university\/course\/master-turismo-de-lujo\" target=\"_blank\" aria-label=\"C479C48A-04D2-40E3-9E0A-4F51ED52D29E\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/luxonomy.net\/wp-content\/uploads\/2020\/07\/C479C48A-04D2-40E3-9E0A-4F51ED52D29E.png?fit=1672%2C941&#038;ssl=1\" alt=\"\"  srcset=\"https:\/\/i0.wp.com\/luxonomy.net\/wp-content\/uploads\/2020\/07\/C479C48A-04D2-40E3-9E0A-4F51ED52D29E.png?w=1672&ssl=1 1672w, https:\/\/i0.wp.com\/luxonomy.net\/wp-content\/uploads\/2020\/07\/C479C48A-04D2-40E3-9E0A-4F51ED52D29E.png?resize=300%2C169&ssl=1 300w, https:\/\/i0.wp.com\/luxonomy.net\/wp-content\/uploads\/2020\/07\/C479C48A-04D2-40E3-9E0A-4F51ED52D29E.png?resize=1024%2C576&ssl=1 1024w, https:\/\/i0.wp.com\/luxonomy.net\/wp-content\/uploads\/2020\/07\/C479C48A-04D2-40E3-9E0A-4F51ED52D29E.png?resize=768%2C432&ssl=1 768w, https:\/\/i0.wp.com\/luxonomy.net\/wp-content\/uploads\/2020\/07\/C479C48A-04D2-40E3-9E0A-4F51ED52D29E.png?resize=1536%2C864&ssl=1 1536w, https:\/\/i0.wp.com\/luxonomy.net\/wp-content\/uploads\/2020\/07\/C479C48A-04D2-40E3-9E0A-4F51ED52D29E.png?resize=370%2C208&ssl=1 370w, https:\/\/i0.wp.com\/luxonomy.net\/wp-content\/uploads\/2020\/07\/C479C48A-04D2-40E3-9E0A-4F51ED52D29E.png?resize=800%2C450&ssl=1 800w, https:\/\/i0.wp.com\/luxonomy.net\/wp-content\/uploads\/2020\/07\/C479C48A-04D2-40E3-9E0A-4F51ED52D29E.png?resize=20%2C11&ssl=1 20w, https:\/\/i0.wp.com\/luxonomy.net\/wp-content\/uploads\/2020\/07\/C479C48A-04D2-40E3-9E0A-4F51ED52D29E.png?resize=740%2C416&ssl=1 740w, https:\/\/i0.wp.com\/luxonomy.net\/wp-content\/uploads\/2020\/07\/C479C48A-04D2-40E3-9E0A-4F51ED52D29E.png?resize=1600%2C900&ssl=1 1600w, https:\/\/i0.wp.com\/luxonomy.net\/wp-content\/uploads\/2020\/07\/C479C48A-04D2-40E3-9E0A-4F51ED52D29E.png?resize=1200%2C675&ssl=1 1200w, https:\/\/i0.wp.com\/luxonomy.net\/wp-content\/uploads\/2020\/07\/C479C48A-04D2-40E3-9E0A-4F51ED52D29E.png?resize=85%2C48&ssl=1 85w\" sizes=\"(max-width: 1170px) 100vw, 1170px\" class=\"no-lazyload\" width=\"1672\" height=\"941\"   \/><\/a><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Qu\u00e9 conviene seguir en los pr\u00f3ximos meses<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">El primer desfile dar\u00e1 visibilidad a la direcci\u00f3n creativa. El surtido que llegue a tienda dir\u00e1 qu\u00e9 parte de esa idea puede sostenerse comercialmente. Conviene mirar qu\u00e9 dise\u00f1os pasan de la pasarela a la compra, cu\u00e1nto tiempo transcurre y si el equipo comercial recibe piezas y argumentos para venderlas. Una colecci\u00f3n puede generar muchas im\u00e1genes y pocos motivos para volver a la tienda; tambi\u00e9n puede renovar una categor\u00eda discreta sin que ese efecto aparezca en la cobertura inicial.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para los equipos de comunicaci\u00f3n, merece la pena diferenciar dos p\u00fablicos: quienes ya conocen los c\u00f3digos de la dise\u00f1adora y quienes llegan por primera vez a trav\u00e9s de un producto. La informaci\u00f3n que funciona para el primero \u2014referencias culturales, colaboraciones o contexto del desfile\u2014 debe convivir con otra m\u00e1s directa para el segundo: materiales, ajuste, usos y disponibilidad.<\/p><div id=\"luxon-1039110502\" class=\"luxon-5-parrafo luxon-entity-placement\" style=\"margin-top: 20px;margin-bottom: 20px;margin-left: auto;margin-right: auto;text-align: center;\" data-lux-ad=\"67726\" data-lux-placement=\"63635\" role=\"region\" aria-label=\"Advertisements\"><a href=\"https:\/\/theintelligence.institute\/course\/inteligencia-artificial-para-directivos\" target=\"_blank\" aria-label=\"CSiAD THE INTELLIGENCE INSTITUTE\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/luxonomy.net\/wp-content\/uploads\/2025\/08\/CSiAD-THE-INTELLIGENCE-INSTITUTE.jpg?fit=1448%2C1086&#038;ssl=1\" alt=\"\"  srcset=\"https:\/\/i0.wp.com\/luxonomy.net\/wp-content\/uploads\/2025\/08\/CSiAD-THE-INTELLIGENCE-INSTITUTE.jpg?w=1448&ssl=1 1448w, https:\/\/i0.wp.com\/luxonomy.net\/wp-content\/uploads\/2025\/08\/CSiAD-THE-INTELLIGENCE-INSTITUTE.jpg?resize=300%2C225&ssl=1 300w, https:\/\/i0.wp.com\/luxonomy.net\/wp-content\/uploads\/2025\/08\/CSiAD-THE-INTELLIGENCE-INSTITUTE.jpg?resize=1024%2C768&ssl=1 1024w, https:\/\/i0.wp.com\/luxonomy.net\/wp-content\/uploads\/2025\/08\/CSiAD-THE-INTELLIGENCE-INSTITUTE.jpg?resize=768%2C576&ssl=1 768w, https:\/\/i0.wp.com\/luxonomy.net\/wp-content\/uploads\/2025\/08\/CSiAD-THE-INTELLIGENCE-INSTITUTE.jpg?resize=370%2C278&ssl=1 370w, https:\/\/i0.wp.com\/luxonomy.net\/wp-content\/uploads\/2025\/08\/CSiAD-THE-INTELLIGENCE-INSTITUTE.jpg?resize=800%2C600&ssl=1 800w, https:\/\/i0.wp.com\/luxonomy.net\/wp-content\/uploads\/2025\/08\/CSiAD-THE-INTELLIGENCE-INSTITUTE.jpg?resize=20%2C15&ssl=1 20w, https:\/\/i0.wp.com\/luxonomy.net\/wp-content\/uploads\/2025\/08\/CSiAD-THE-INTELLIGENCE-INSTITUTE.jpg?resize=740%2C555&ssl=1 740w, https:\/\/i0.wp.com\/luxonomy.net\/wp-content\/uploads\/2025\/08\/CSiAD-THE-INTELLIGENCE-INSTITUTE.jpg?resize=1200%2C900&ssl=1 1200w, https:\/\/i0.wp.com\/luxonomy.net\/wp-content\/uploads\/2025\/08\/CSiAD-THE-INTELLIGENCE-INSTITUTE.jpg?resize=64%2C48&ssl=1 64w\" sizes=\"(max-width: 1170px) 100vw, 1170px\" class=\"no-lazyload\" width=\"1448\" height=\"1086\"   \/><\/a><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">El nombramiento confirma qui\u00e9n dirigir\u00e1 el dise\u00f1o y cu\u00e1ndo asumir\u00e1 el cargo. Todav\u00eda no permite anticipar el contenido de la primera colecci\u00f3n ni su recepci\u00f3n. Para el sector, la lecci\u00f3n inmediata es c\u00f3mo evaluar un relevo: seguir el producto y su llegada al cliente, adem\u00e1s de la conversaci\u00f3n que provoca.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><small>Fuentes: <a href=\"https:\/\/www.kering.com\/en\/news\/martine-rose-appointed-creative-director-of-balenciaga\/\">Anuncio del nombramiento<\/a> \u00b7 <a href=\"https:\/\/www.kering.com\/en\/news\/balenciaga-announces-the-departure-of-creative-director-pierpaolo-piccioli\/\">Comunicado sobre la salida de Piccioli<\/a> \u00b7 <a href=\"https:\/\/www.kering.com\/en\/news\/revenue-for-the-3rd-quarter-of-2026\/\">Resultados trimestrales de Kering<\/a>. Foto ilustrativa: <a href=\"https:\/\/www.pexels.com\/photo\/luxury-retail-boutique-interior-with-display-29401617\/\">Pexels<\/a>.<\/small><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Kering ha nombrado a la dise\u00f1adora londinense directora creativa de Balenciaga. El relevo abre una etapa en la que la atenci\u00f3n cultural deber\u00e1 traducirse en una propuesta clara para tiendas y clientes.<\/p>\n","protected":false},"author":1,"featured_media":72682,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_hide_featured_image":false,"_jetpack_featured_image_duplicate_dismissed":0,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"edge","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[534,10605],"tags":[969,2605,11943,2595],"thb-sponsors":[],"class_list":["post-72681","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-moda","category-negocio-del-lujo","tag-balenciaga","tag-direccion-creativa","tag-martine-rose","tag-moda-de-lujo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Balenciaga ficha a Martine Rose: la prueba empieza despu\u00e9s del desfile | LUXONOMY<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/luxonomy.net\/es\/balenciaga-ficha-a-martine-rose-la-prueba-empieza-despues-del-desfile\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Balenciaga ficha a Martine Rose: la prueba empieza despu\u00e9s del desfile | LUXONOMY\" \/>\n<meta property=\"og:description\" content=\"Kering ha nombrado a la dise\u00f1adora londinense directora creativa de Balenciaga. 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