Misinformation often plays on strong emotions. When an incident makes people angry, propagandists spread rumors that tap into and exploit that anger.

In November, after Balenciaga’s ads attracted controversy, a miscaptioned photo went viral with false claims that it depicted one of the company’s chief designers in a devil-like outfit holding a pair of dolls painted blood red. The misleading photo was part of a budding conspiratorial narrative that Balenciaga is involved in devil worship. Many conspiracy theorists took things even further, trying to connect Balenciaga with antisemitic illuminati beliefs.

Balenciaga apologized for the advertisements, stating that the company “strongly condemn(s) child abuse” and it was not their intent “to include (child abuse) in our narrative,” as well as admitting to a “series of grievous errors.”