Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

The Strategy Behind Balenciaga’s Destroyed Sneaker Stunt

Demna’s latest campaign, which showcases an extremely tattered version of Balenciaga’s new Paris Sneakers, was met with contention online — which was likely the point.
Images from Balenciaga's latest campaign.
Images from Balenciaga's latest campaign. (Balenciaga)

This week, tweets like “Balenciaga this has to be a joke right?” and “I’m 100% convinced that Balenciaga is a social experiment” flew across the internet.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Further Reading

The Business Vision Behind Balenciaga’s ‘New Era’

From a couture revival to winning the Met Gala, the Kering-owned brand is white-hot. Ahead of its buzzed-about Paris Fashion Week show Saturday, CEO Cedric Charbit speaks to BoF about the strategy behind ‘new era’ Balenciaga and his plan for pushing sales to the next level.

Can Balenciaga Modernise Couture?

Reviving Balenciaga’s haute couture operation has been a transformative experience for Demna Gvasalia, resulting in a democratic, gender-fluid collection that includes jeans and t-shirts. The designer sits down with Tim Blanks for an in-depth interview on the label’s ‘50th couture collection.’

About the author
Joan Kennedy
Joan Kennedy

Joan Kennedy is Correspondent at The Business of Fashion. She is based in New York and covers beauty and marketing.

In This Article
Topics
People
Organisations

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Luxury
How rapid change is reshaping the tradition-soaked luxury sector in Europe and beyond.

Hermès ‘Game’ Leaves a Bad Taste

In this week’s High Margin luxury newsletter: A softening resale market for Birkin and Kelly bags poses questions for luxury powerhouse Hermès. Plus, a run on Chanel’s stores during Paris Fashion Week.


view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.

What Stops Beauty Shoppers From Buying More

Beauty brands must rethink upselling with smarter value plays, from curated bundles to jumbo sizes and subscriptions, to keep their customers from switching to the competition.


VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON