Obituaries and Mythmaking: The Media Construction of Cristóbal Balenciaga’s Legacy

Cristóbal Balenciaga passed away on March 23, 1972, in Jávea (Alicante). At that time, he was already established as one of the most prominent couturiers in the field of haute couture on an international scale. If the objective of an obituary is to capture the essence of a life, rather than focusing on the circumstances of death, this article examines the media coverage of his death in 1972 and explores how obituaries went beyond mere reporting to actively create and establish his legacy as a cultural and artistic icon. Drawing on press sources from Spain and around the world, the study reveals how fashion media mythologized Balenciaga through symbolic narratives, selective omissions, and visual rhetoric. Through an analysis of the interplay between journalistic conventions and cultural memory, the article reveals how obituaries shape public perception by emphasizing Balenciaga’s creative genius and discretion while obscuring complex issues such as his sexuality and the political context of his era. Ultimately, the article emphasizes the obituary’s role as a ritualized narrative that transforms individual loss into a collective cultural myth. This contributes to the canonization of one of the most influential couturiers of the twentieth century.