Balenciaga continues to surprise thanks to its latest media gimmick: the “chips bag”. An unconventional way to interpret the concept of what luxury is today.

During his latest collection presented in Paris, Demna Gvasalia, Balenciaga’s creative director, had his models walking with a rather unique accessory: a Lay’s chips bag, made of leather, in various colors depending on the taste, with the simple addition of the “Balenciaga” name. Nothing so groundbreaking if we think about the latest accessories proposed by the designer, between garbage bags and shoes completely torn.

The partnership seemed to be in the air: last June Demna had shown up at the Royal Academy of Fine Arts in Anversa with a bag of chips under his arm, and everyone had instinctively cried for a collaboration. A trick most likely used by the designer to “make fun” of the audience who venerates him, and who would hurry to buy in stores any new creation, thus making possible a collaboration apparently impossible.

In fact, Lays Balenciaga is rumoured to be sold to anybody whishing to spend some 1,800€ for it.