Why Balenciaga Hired The Man Behind Its Viral Fan Account

Balenciaga may well be the coolest brand right now. But when it comes to its digital footprint, the Parisian powerhouse is guilty of having minimal output, with its Instagram grid often entirely empty (as it is today). So, where does one go for all things Balenciaga online? None other than its official support account, @DemnaGram, of course.

The account was independently launched in 2018 by Saba Bakhia, a Georgian fashion enthusiast who is a die-hard supporter of the brand and its visionary creative director Demna (hence the name). But before the IG handle was even created, Bakhia and Demna had already exchanged words over DM. “Demna texted me the most inspirational message on Facebook: ‘Believe in yourself and follow your dreams, they will always bring you to good places,’” says Bakhia. “I trusted him and now I’m in the best place of my life – that message was the spark I needed to start @DemnaGram.”

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Fast forward to this year, and the brand hired Bakhia to its team, making the account an official go-to for all things Balenciaga. “It’s a reliable news source that concentrates on Demna’s career, and that’s not changed since joining the team, but, to be honest, I never expected to be working with Balenciaga,” Bakhia says with a laugh. “The account was my way of admiring from afar, so it’s a dream come true to be working with my hero and I am so proud to be able to call him a friend, too.”

When asked about similarities between Demna and himself, Bakhia responds with a smile. “We are both from the same part of Georgia and are very private people. But, at the same time, we always speak out on things we care about without fear and hesitation, which is something I really admire about Demna. A lot of people tell me I look like a young Demna and I think he sees himself in me, too, and that’s why I am so dedicated to my work with Balenciaga, because I don’t ever want to disappoint him.”

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