Balenciaga is investing in Substack creators, becoming the first fashion brand to join the platform through Substack’s new native partnership program. Announced on June 15, the program gives brands the tools to directly support Substack writers by putting ad money behind the creators themselves, rather than the platform.

Through this partnership, Balenciaga will work with creators to place ads in newsletters, promote products directly in Substack content, share affiliate links, and co-host events. Balenciaga plans to work with more than just fashion creators, exploring areas like music, wellness, and other fields where Substack writers have built a following.

“Substack is reshaping the media landscape by giving more control to independent publishers and creators. Balenciaga has a long history of supporting bold voices across culture, and this partnership felt like a natural next step,” says Balenciaga CEO Gianfranco Gianangeli. “It reflects our commitment to supporting creativity, independent thinking, and new forms of cultural expression.”

Balenciaga launched its own profile on Substack last year, where it shares occasional updates from creative director Pierpaolo Piccioli and became the first brand to live stream its runway shows on the platform. On Wednesday, Balenciaga and Substack hosted a panel at the brand’s Cannes store featuring Vogue contributor Plum Sykes and writer Pauline Klein, moderated by Substack’s head of international, Farrah Storr. The discussion focused on how media and influence are changing. That theme is central to Substack’s pitch to both brands and creators: it wants to be the facilitator of a new content landscape, where audiences follow individual voices that brands can invest in directly.

The new partner program will fuel what has become a massive ecosystem of creators, who are competing for time and attention.

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“On Substack, people do work they believe in for an audience that chooses to subscribe directly, with many choosing to pay. That creates a different dynamic than much of the internet,” says Substack CEO Chris Best. “These types of partnerships will succeed by adding value to that relationship through unlocking creative ambition as well as equity for brands. This model works because the incentives align with the trust between creator and subscriber.”

Substack has become a way for brands to diversify revenue streams and drive traffic as the social media landscape changes. More often, people are looking to break away from the sameness of the algorithmic scroll and find new, interesting voices, which is what Substack enables, Best says.

“In a world increasingly shaped by algorithms and AI, meaningful engagement matters more than volume,” Gianangeli says. “The most valuable connections happen within communities where audiences are actively choosing what they consume. Substack creates exactly that kind of environment.”

Frequently Asked Questions
Here is a list of FAQs about Balenciaga sponsoring Substack writers written in a natural tone with clear direct answers

BeginnerLevel Questions

1 What does it mean that Balenciaga is sponsoring Substack writers
It means Balenciaga is paying a select group of Substack writers to create content This is a paid partnership similar to an influencer deal but focused on a newsletter audience

2 Is Balenciaga sponsoring ALL Substack writers
No This is a limited curated program Balenciaga has chosen a small number of writers whose style and audience they think fits their brand image

3 Can I apply to be sponsored by Balenciaga on Substack
Not through a standard application Balenciagas team selects writers directly based on their existing readership content and brand alignment Theres no public signup

4 What kind of content will these sponsored writers create
The writers are free to produce their usual contentfashion culture politics or personal essaysbut they will include a mention or integration of Balenciaga This could be a product mention a brand theme or a simple sponsored note

5 Do the sponsored writers have to wear Balenciaga or only talk about the brand
Not necessarily The terms vary per writer Some might incorporate Balenciaga products into their writing naturally while others might just include a brand mention or a discount code

AdvancedLevel Questions

6 Why would a luxury brand like Balenciaga sponsor Substack writers instead of running traditional ads
Substack offers a highly engaged niche audience Balenciaga wants to reach tastemakers and trendsetters in a trusted editorial environmentnot just a banner ad Its about cultural credibility not reach

7 Does this mean Substack is becoming a platform for native advertising
Not entirely This is a oneoff brand partnership not a platformwide shift However it signals that Substack is open to facilitating direct brandwriter deals which could become a new revenue model for writers beyond subscriptions

8 How are writers compensated in this deal
Details are private but typical sponsorship deals involve a flat fee a persubscriber bonus or a mix of both Writers likely receive a significant payment plus free Balenci