GM everyone. Over the weekend, Balenciaga had their Pre-Fall ‘24 show in LA. It was an incredible distillation of LA culture, and gave insights into where Demna’s Balenciaga is heading. Let’s get into it—
Sale Alert:
Aesop is having a super rare 15% off sale rn. I went last night and drank some tea and spent $200. I am going back tn.
Erewhon Culture
Balenciaga began the show rollout with a new juice at Erewhon. Over the last few years, its been hard to deny Erewhon’s effect on creating a distinct LA stereotype. They have become the hottest brand to collab with for new, buzzy launches. Think of the Hailey Bieber smoothie, or the Cactus Plant Flea Market smoothie. These are not just smoothies, but quite literally IG & TikTok props.
The health-food chain has become a cultural mainstay due to their marketing prowess and brand synergy tactics (I’ve heard it costs upwards of $150,000 to launch a smoothie with them) Balenciaga has tapped into the hype with their own distinctly dark juice, which is sure to become a social media staple.
The partnership also includes merchandise (of course)
Gas Station Chic
Let’s talk about the ‘runway’ looks. The show was held on a West LA street known for its perfectly centered view of the iconic Hollywood sign. Beautiful setting, which is one thing Balenciaga always nails.
The entire collection leans into the distinct sensibilities of LA fashion. Hoodies, athletic wear, comfortable shoes.
They also are once again reviving the Juice Couture aesthetic.
For me, the subtle nuances really pull together the theme of the show. From the custom Balenciaga coffee cup, the models talking on the phone while walking, and even the oversized fake lips. All of these motifs convey the narrative of this show: a distillation of LA culture and a reflection of celebrity.
All of these looks feel ripped from the pages of a TMZ celebrity sighting, or a DailyMail article about your fav model strolling from Barry’s to Community Goods, or filling up the G-Wagon at the gas station.
Demna called LA his ‘favorite city in the world’ and I love his perspective on the typical LA motifs, and his Eastern European take on what glamour looks like on celebrities. Take for example the Carbi B fur coat look.
Hate that I Love This
Ever since Demna rose to prominence with Vetements and took over at Balenciaga, the shows have been singular in their ability to make those interested in fashion, stop, examine, and postulate on the shows meaning. Each show is so distinct, tackling a new theme in unique ways, while also evolving the brands mainstays.
This new show focused on LA, celeb culture, and Erewhon is built to create maximum buzz and Instagrammable moments, which is what I think Balenciaga does so well. They know how to tap into consumer psyche and move product in an incomparable way.
Balenciaga thrives because they do not take themselves seriously whatsoever. Its all an ironic joke, which makes the clothes unwearable to me, but I appreciate that it exists. From my perspective, Demna is a creative genius with the keys to a multi-billion dollar brand and he is pushing to see how for the joke can go before everyone stops laughing. Take for example these comically oversized shoes, which seem to get literally bigger every collection.
While I am not a consumer, I think Balenciaga resonates because its like fashion junk food. It is enjoyable, easy, and fun. They do such a great job at tapping into the zeitgeist and giving us the collection we may not want, but we deserve. This collection is our pop culture obsession mirrored right back at us. Still like it?
Side note: I do earnestly really like this look—
About Jake
Jake Bell is a content marketing strategist based in NYC. He specializes in branding, art direction, creative strategy, content creation, and making things cool.
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