Balenciaga Embraces Wellness Culture, Takes Over Barry’s Studio

The luxury fashion house’s fitness and wellness push is the surest sign yet that luxury brands have decided the new status symbol is an impressive resting heart rate

Consider it couture meets cardio. As health and wellness becomes the new status symbol, the new runway could very well be the treadmill.

Just ask Balenciaga, which has tapped Barry’s as its boutique fitness partner, taking over select studios to mark the launch of its new TechWear line, featuring technical and performance elements.

The unisex collection spans coats, bodysuits, jackets, knitwear, sneakers and more, with prices running from $4,790 for a rain jacket to $150 socks.

The collab hits studios in Los Angeles, New York City, London, Paris, Milan, Dubai, Singapore and Sydney with branded classes, flashy decor and a Balenciaga x Barry’s smoothie. Registration is open to the public.

It’s safe to say that a co-branded smoothie is just the beginning. UBS calls longevity one of the most powerful investment themes of the next decade, with the business of living longer on track to hit $8 trillion globally by 2030.

And true to form, Balenciaga is not the only luxury name circling.

L Catterton, the private equity firm backed by LVMH chief Bernard Arnault’s family office, is reportedly in exclusive talks to buy a stake in Hyrox, the fast-growing fitness brand, Sky News recently reported. An announcement could come within weeks, though the value of any deal is unclear.

Balenciaga’s parent, French luxury goods company Kering, is making a longer play on wellness. 

Last fall, Kering and L’Oréal announced a €4 billion deal that included 50-year fragrance and beauty licenses for Gucci, Bottega Veneta and Balenciaga, plus a planned 50/50 joint venture to chase opportunities in luxury, wellness and longevity.

Gucci, another Kering House, is taking its own leap. From 2027, the Alpine Formula One Team will race as the Gucci Racing Alpine Formula One Team, making Gucci the first luxury fashion house to serve as title partner in F1.