Torn, dirty, but for sale for $1,850.
The luxurious brand Balenciaga released a worn version of his sneakers paris high topwhom he has baptized as the Full Destroyed or completely destroyed.
According to the firm’s portal, the shoe is a limited edition and is available in black and white. The model is also engraved with the coveted company name.
The new creation, however, has been criticized in social networks and has caused the creation of many memes.
But who is behind the new shoe?
A refugee designer
They bear the designer’s signature Demna Gvasaliacreative director of Balenciaga since 2015.
Gvasalia was born in Georgia in 1981 when the country was under Soviet rule. But in 1993, when he was 12 years old, he became a refugee, because his family left the country because of a civil war.
He later returned to Georgia to study international economics at Tbilisi State University in the country’s capital.
After graduation she attended the Royal Academy of Fine Arts in Antwerp, Belgium, where she earned her master’s degree in fashion design in 2006.
Today she lives with her husband, the French musician and composer loick gomez, and his two dogs in a town near Zurich, Switzerland. She is fluent in six languages.
The refugee experience shaped his personality and is reflected in his collections. At the most recent Paris Fashion Week, held in March this year, Gvasalia paid tribute to the refugees.
As the models walked, he recited a poem in Ukrainian, something he confessed it was difficult on a personal level.
The crisis in Ukraine, according to the Georgian, has revived an old trauma.
“I have become a refugee forever“, he said in a statement issued before the parade.
“Forever, because that is something that stays with us. The fear, the desperation, the realization that nobody loves us,” he added.
Also read: Balenciaga surprises with its new destroyed and dirty sneakers
From illustrious unknown to fashion star
When he was appointed by the luxury conglomerate Kering, owner of Balenciaga and other brands such as Saint Laurent and Gucci, Gvasalia he was a stranger.
His foray into the industry came as the founder of Vetements, the anarchic streetwear brand he launched with his brother Guram in 2014.
But with his subversive style and activism, the Georgian has already cemented his name as a star in the select universe of celebrity stylists.
It has also converted Balenciaga in the mark of fastest growing in the luxury market.
In 2019, its revenue exceeded $1 billion and it was considered one of the top three companies in The Lyst Index, a ranking quarterly of the most popular fashion brands and products.
For it, Gvasalia has a loyal audience: millennials, who represent 65% of the customers of Balenciaga.
“I think this decade probably represented the most chaotic time in history. fashion“, said Gvasalia about the changes in the industry in an interview with the British newspaper Financial Times in 2019.
“It’s been pretty scary. But times have changed. The way we communicate with our customers today is a whole different story,” he added.
Speak to a younger generation
And, at least for now, Gvasalia He seems to know how to communicate with his audience.
No wonder he describes himself as “an Instagram voyeur”. The designer is known for creating “sticky” visual content that proliferates online.
“The younger generation is very informed and very politicized. And I think it’s time for activism and people to stand up,” he told the Financial Times in the same interview.
That’s what happened to his shoe hybrid, the Triple S, which combines three different shoe soles and is the bestseller of Balenciaga.
According to Katy Lubin, Vice President of Communications at Lyst, Gvasalia is “the great teacher of the memes of fashion” and says he sees “a huge increase in pageviews for the more experimental pieces of Balenciaga as they go viral.”
Despite this, Gvasalia told the British newspaper that he doesn’t care so much about the likesbut he listens to his “intuition”.
“In the end, I try to communicate through clothes. I don’t tweet, thank God, or do anything like that. I make clothes. For me, Instagram likes are as irrelevant as making a product and then doing research.” what do people like?
It remains to be seen now whether the intuition of Gvasalia is acute: will it be the tennis “destroyed” a bestseller?
If we get carried away by their latest releases, most likely yes.
Also read: The best memes for the new Balenciaga “destroyed” sneakers
Receive Hello Weekend every Friday, our newsletter with the latest in gastronomy, travel, technology, cars, fashion and beauty. Subscribe here: https://www.eluniversal.com.mx/newsletters
Now you can receive notifications from BBC World. Download the new version of our app and activate it so you don’t miss out on our best content.