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In new collection, Balenciaga launches destroyed sneakers for R$ 9,500

the luxury brand Balenciaga launched a new campaign promoting a series of faded sneakers at a price that caused outrage for their looks.

The images, taken by the photographer Leopold Duchemin for the brand, from severely tattered and frayed high-top sneaker models went viral shortly after its launch on Monday.

But the photos of the destroyed sneakers circulating on social media don’t exactly tell the whole story. While the images have sparked controversy, the images are actually exaggerated, limited-edition versions of the sneakers that Balenciaga is selling.

According to the brand, only 100 pairs of the “extra-destroyed” shoes will be available for purchase for $1,850. Meanwhile, the non-limited edition and less crude versions are being sold on Balenciaga’s website for $495 and $625, depending on the style.

In a press release, the Paris-based brand said campaign photos show the shoes “extremely worn, scarred and dirty”.

The portraits are said to be “still life” and “suggest that Paris sneakers should be worn for life” – a point that seems especially relevant amid growing conversations about the fast fashion industry and the impact of overconsumption on the planet.

Demna is known for his disruptive talent and this release isn’t the first time his designs have been met with mixed reactions.

In 2017, Balenciaga launched a bag priced at $2,145, which was derided for its similarities to Ikea’s “Frakta” bag. At the time, the original Ikea bag could be bought for 99 cents.

Balenciaga describes the shoe as a “classic reworked design” that is finished with “frayed canvas and rough edges, showing off a pre-worn look.”

Online reactions to Paris’ tennis were mixed.

SoleSavy, a site that describes itself as a community for “real sneakerheads,” asked if the “aged sneaker trend” had gone too far.

Tora Northman, editor of the website Highsnobiety, said the brand “has taken this to the next level”, adding that Balenciaga is “always creating controversial items that spark discussion”.

But not everyone thinks sneakers are worth mocking.

“GQ” France’s head of editorial content, Pam Boy, said in a comment on Instagram that the product’s message is clear: “Buy it and keep it forever. Sneakers for 1450€. It is completely turning the essence of luxury upside down.”

The jury seems to be in doubt as to whether this latest marketing ploy is worthy of praise or ridicule. Either way, Demna and Balenciaga have once again got people talking, no doubt drawing many to a brand that seems increasingly comfortable with controversy.

Source: CNN Brasil

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