After years with a good but not great website, Balenciaga has launched a new site that will make obsessives of the storied label water at the mouth.
The center piece of Balenciaga.com is a scrolling feed, featuring anything and everything Balenciaga. The style is similar to Tumblr, which was no doubt an inspiration for the design team. However, this beast of an archive has content that will put Balenciaga-dedicated Tumblrs to shame. (No offense Tumblr, we heart you, even though you weren’t working this morning.)
From a behind-the-scenes video to the ability to shop by look, the new website is optimized to give users a more thorough experience. Love Balenciaga motorcycle bags? The extensive handbag section will whet your appetite. Need to get the new Balenciaga booties? Now you can do it from your couch. The label’s somewhat-hard-to-find merchandise is now at your fingertips.The most unique feature is the extreme order. Clothes are divided into 12 categories that load simultaneously on the same page, which would be great except the images take a while to load. Similarly accessories are ordered into 10 categories, with the option to filter by color or size. Again, the images take time to load, but seeing Balenciaga’s famous accessories all lined up is a useful tool for a serious shopper.
The extended offerings give the brand a leg up on other single label e-commerce sites, since most offer a limited selection of available products. And for fans, the unbelievably thorough heritage and campaigns sections show the history of Balenciaga since 1930. (We knew Pre-Fall 2011′s dog sweater looked familiar–it was first sold in 2000!) These photos should have just come with a reblog button next to them–that would have been truly Tumblr.