At Balenciaga‘s Pre-Fall 2024, there were numerous celebrities in the front row for one of the most talked-about events of the year, given the mountain of controversies related to the scandal surrounding the advertising campaign for the children’s line from last year. From Nicole Kidman – the new ambassador of the maison – to Kim Kardashian and Cardi B. In the background, the iconic Hollywood sign shouting Californian vibes. Even the invitation, which arrived in the form of a protein bar, is linked to the healthy and fit Los Angeles imagery. But let’s find out more about this fashion show and see what is behind the partnership with Erewhon.
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The fashion show
In passerella non poteva mancare l’athleisure. A tratti sembrava di veder sfilare reminescenze di icone della pop culture con in mano coffe cup brandizzate Balenciaga. Un omaggio alla celebrity culture losangelina che non lascia indietro il DNA della maison senza sorprenderci. Le scarpe – utilizzate in due modi – hanno sicuramente stupito tutti. Dalle Sneakers 10XL, sempre più invadenti e addirittura palmate, fino agli Alaska boot passando per le calzature indossate anche come borse. D’altra parte, non sono mancate nemmeno le spalle larghissime di giacche strutturate, cifra stilistica di Demna Gvasalia che riporta in auge anche alcune sue invenzioni come la double t-shirt o le panta shoes insieme a mini dress insieme ad abiti drappeggiati.
On the LA runway, athleisure could not be missing. At times, it seemed like reminiscences of pop culture icons parading with branded Balenciaga coffee cups in hand. A tribute to Los Angeles’ celebrity culture that does not leave behind the DNA of the maison without surprising us. The shoes – used in two ways – have definitely amazed everyone. From the 10XL Sneakers, increasingly intrusive and even with a palm-like appearance, to the Alaska boot, passing through footwear worn as bags. On the other hand, there were also the very wide shoulders of structured jackets, a stylistic feature of Demna Gvasalia that brings back some of his inventions like the double t-shirt or the pant shoes along with mini dresses and draped dresses.
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Erewhon’s partnership with Balenciaga
For those who don’t know, Erewhon is a Californian supermarket famous not only for its smoothies but also for its very high prices. TikTok is full of creators ready to review its products or recreate some of the most popular dishes. Now Erewhon’s juice section is ready to be plundered by fashion victims, while on the Balenciaga website, hoodies, t-shirts, kitchen aprons, caps, and a tote bag are for sale. All strictly branded by both brands.
@ssense Because health is wealth. #balenciaga #ssense ♬ original sound – SSENSE
In short, looking at this fashion show, one cannot help but think of a real short circuit. Demna, always very attentive to the active dynamics in the world of fashion, still seems affected by the controversies surrounding the media catastrophe that struck him over the past year. We can only reflect on this latest fashion show, waiting to understand in which direction the maison’s strategy will go.
