Balenciaga, part of PPR’s Gucci Group, may be well-regarded for its trend-withstanding handbags and innovative runway shows. But when it comes to marketing, the luxury label typically takes the traditional route, choosing the occasional magazine advertisement as its main source of communicating its brand to clients. At least those living in the US.

Until now.

Creative director/genius Nicolas Ghesquière has brought on strategy star Katherine Ross as a consultant for the US market, reports WWD. Ross, whose past employers include Prada and LVMH, will work with the storied fashion house to create an identity for Balenciaga that goes far beyond the motorcycle bag and the archival pieces. Expect more events, projects, and marketing initiatives from the label over the next year. Ghesquière even joked to WWD that he’d entertain the thought of showing at New York Fashion Week. While we doubt he will ever–ever!–give up his spot on the Paris calendar, we could see Ghesquière showing a Resort collection here, ala Stefano Pilati last Resort season.