Alexander Wang is to become the new creative director of Balenciaga.

The New York designer will take over the helm of the French fashion house next week, replacing Nicolas Ghesquiere, who will officially exit today (30.11.12).

According to WWD, the choice of Wang suggests Balenciaga want to tone down the elitist, couture-like approach of Ghesquiere, and open up to a broader audience.

Wang - a designer prized for his sportswear approach and youthful energy - has previously said: ''Although we are an American brand, I think that is more to the sense of what is American sportswear, and things that feel very accessible and easy to wear. But at the same time we really see our audience and our consumer as a global citizen, someone who isn't defined by where they live or what kind of music they listen to, things like that. It's a sensibility that is much more individual.''

Balenciaga officials had no comment on the reported appointment while Wang officials did not respond to a request for comment.