Crisis communication represents a key segment of public relations management, especially in situations that can negatively impact an organisation’s reputation. Crisis can be defined as unexpected events or series of events that significantly disrupt the normal fu nctioning of an organisation. Crisis situations mark a difficult, strenuous and damaging period for any organisation. They damage reputation, create negative public perception and harm organisations. In such situations, it is extremely important to act cor rectly through a series of key steps in management and crisis communication. Causes of the crisis can be external and internal, meaning they can be within or outside the organisation. On the other hand, crisis management is analysed crisis communication pl an that includes channels, tools and techniques for effective communication when a crisis occurs. The example of Balenciaga provides an excellent context for analysing the effectiveness of crisis communication in practice. Balenciaga, a world known fashion brand, also known for its avant garde designs, faced a crisis in late 2022 due to controversial advertising campaigns. The first campaign, “The Gift Shop”, included images of children posing with plush teddy bears and disturbing props that suggest S&M. In the second campaign with Isabelle Huppert, a document of the Supreme Court’s decision on the child pornography, which is not protected by the first Amendment, was shown on the desk. Both campaigns provoked strong reactions from the media and the public, resulting in the destruction of Balenciaga products going viral on social media with the famous hashtags #burnbalenciaga and # Creative director Gvasalia and CEO Charbit took to social media with multiple apologies, taking responsibility an d filing a lawsuit against the production company North Six. Despite this, Balenciaga’s reputation was damaged, their revenue declined, and until recently, they had not been active on social media, completely withdrawing from the public eye.