Funnily enough in the world of fashion where things run in seasons and trends, it seems there is another trend on the rise. Quickly becoming a popular publicity stunt, both performative and stunningly shocking is the one paved famously earlier this year by Bottega Veneta, with more and more luxury brands deciding to wipe the slate clean of all its social media accounts.

Recently we had French couturier Jean Paul Gaultier follow suit, dramatically wiping his instagram account and leaving us all with a post that read "the end" in stage of the beginning of a new era. Now, following the announcement of Balenciaga's debut back into the world of couture after 53 years, the house has wiped its social media slate clean, leaving only one instagram highlight that reads "couture".

Like with every other social media clean out, whispers have now been triggered all around. Perhaps, this will be much alike to Jean Paul Gaultier and their motives in laying down new soil and starting afresh ahead of its ready-to-wear revival. Or, as we are now quickly coming to know Demna Gvasalia's Balenciaga to be the house of surprises - could this be in light of a changing of creative directorship or a completely new era and commandership?

The return of Paris Couture Week was announced in June, along with joyous news of the return of physical shows from eight runway designers. Luxury Maisons and couturiers such as Dior, Jean Paul Gaultier, Giorgio Armani Privé, Chanel, Azzaro Couture, Zuhair Murad, Vaishali S and Balenciaga have announced to all stage live shows, in which after a remarkable 53 years, Balenciaga is returning to couture since its last couture collection presentation in 1968.

The house has already announced the location for its new debut show, looking back in history and time and hosting the show in the unveiling of a newly restored original salon of Cristóbal Balenciaga. Balenciaga 50th Couture Collection is scheduled for July 7th at 11:30am CET, available for livestream at couture.balenciaga.com.