Balenciaga Goes Analog in Its Latest Campaign
Featuring the Hourglass Avenue Bag and starring Maddi Waterhouse.
Balenciaga is putting its latest bag in a decidedly tactile setting. For the launch of the Hourglass Avenue Bag, the House tapped artist duo Hart Lëshkina to capture the new silhouette through a series of intimate photographs and videos.
Designed by creative director Pierpaolo Piccioli, the Hourglass Avenue reworks Balenciaga’s iconic curved silhouette with a softer, more fluid approach. In Hart Lëshkina’s imagery, the extra-supple, semi-glossy bag finds itself surrounded by vintage stereos, wired headphones, electric guitars and stacks of magazines, becoming less of a precious accessory and more of an everyday object to be touched, used and lived with.
A creative cast including Maddi Waterhouse, Anna Van Patten, Blanca Soler, Ch’lita, Cala Moragas, Jasmine Yen, Salem Mitchell and Yang Chaoyue each take on roles as both model and creator, bringing their own perspective to the series. The bag’s signature curved base appears draped over upholstered chairs, beds and piles of cables, while its folding flap opens to reveal a second hidden handle. Gold bar closures are engraved with Balenciaga’s historic “10 Avenue George V” address for an intimate nod to the brand’s heritage.
Available in three sizes, the Hourglass Avenue launches in black, carmine red, pink, raisin and a white shiny reworked box calf leather. Head to the brand’s website to get your hands on the piece.
In other news, GANNI and lululemon just dropped an activewear collaboration.
