Image via Demna
Balenciaga is getting fashionistas seriously pumped up for its Fall 2024 collection with a sort-of energy boost. Ditching the typical paper invites, the Spanish luxury house has opted for something more unconventional—an energy bar.
Attendees received what looked like a Mars or Snickers protein bar, which, amusingly enough, wasn’t meant for snacking. The decoy’s wrapper, however, wasn’t just for show. Encased in a Balenciaga-branded box, it carried all the details of the event, which was set to take place at a secret location in Los Angeles on December 2.
Image via Demna
The back of the bar bore a faux nutrition table, reminding fashion-hungry audience members that the invite was “inedible” and “not for human consumption.” Additionally, the label included a summary of key moments in Balenciaga’s history, tracing back to its establishment in 1917. And printed in place of an expiration date was the date of the show.
Image via Demna
This tongue-in-cheek, high-energy approach is part of a broader promotional campaign for the show, which, as Highsnobiety notes, also consisted of imagery of a Hollywood sign remodeled in Balenciaga’s unique style and a trampled-on cup.
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Although the presentation seems apt for a brand known for serving up it-items like a Lay’s potato chip bag, this offbeat invite comes at a time when Balenciaga is undergoing a noticeable shift in its design ethos following a scandalous past.
In its wake, the brand looks to be pivoting towards a more understated style, quite the departure from its typically bold and sometimes controversial collections. With this background, there’s a growing curiosity about what Demna Gvasalia, the creative head, has in store for the Fall 2024 collection.
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[via Highsnobiety and Demna, images via Demna]
by rrollins
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