Luxury fashion house Balenciaga has unveiled a new campaign promoting a series of roughed up sneakers with an eye-watering price tag, and the internet has thoughts.
The images, shot by photographer Leopold Duchemin for the brand, of severely tattered, distressed shoes have gone viral following Monday’s launch of the couture brand’s new Paris sneaker, with outrage at the appearance of the high tops swirling online.
But the photos of the destroyed sneakers circulating on social media don’t exactly tell the whole story. While they have courted the most controversy, the images are actually of exaggerated, limited edition versions of the sneakers that Balenciaga is selling.
According to the fashion house, only 100 pairs of “extra destroyed” sneakers will be available to buy for $1,850. Meanwhile, the non-limited edition, and less roughed up versions, are being sold on the Balenciaga website for $495 and $625, depending on the specific style.
In a press release, the Paris-based brand said that the campaign photos show the shoes “extremely worn, marked up, and dirtied.”
It said the still-life portraits “suggest that Paris Sneaker are meant to be worn for a lifetime” — a point that feels especially relevant amid growing conversations around the fast fashion industry and the impact of overconsumption on the planet.
An example of the less roughed up version of the sneaker, available for pre-order for $625 on the Balenciaga website.
An example of the less roughed up version of the sneaker, available for pre-order for $625 on the Balenciaga website. Credit: Courtesy of Balenciaga
Demna is known for his disruptive flair and the Paris sneaker launch isn’t the first time his designs have been met with bemused reactions.
In 2017, Balenciaga brought out a bag that cost $2,145 which was ridiculed for its similarities to Ikea’s “Frakta” bag. At the time, the original Ikea bag could be purchased for 99 cents.
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Balenciaga describes the sneaker as a “retooled classic design,” which is finished with “distressed canvas and rough edges, affecting a pre-worn look.”
Online reactions to the Paris sneaker have been mixed.
SoleSavy, a website which describes itself as a community for “real sneakerheads,” asked if the “aged sneakers trend” had gone too far.