Balenciaga collaborates with Lay’s.


A few days ago, the luxury house unveiled a new accessory directly inspired by the packets of crisps from the American agri-food brand. A creation that is already fueling the buzz on social networks.

Balenciaga: chic and crisp.

Balenciaga puts its hand in the pocket… of crisps. Spotted on the catwalks as part of the presentation of the Summer 2023 collection during Paris Fashion Week, the new accessory from the house borrows the features of a bag of chips from the Lay’s brand.

Yellow, red, blue, green: here, the nuances are available according to the flavors while the design, very literal, combines leather, zip closure and co-logo.

Already seen last spring during a public appearance by Demna Gvasaliaartistic director of Balenciaga since 2015, the creation was notably shared by Lay’s – brand of the PepsiCo group – in a series of publications on its social networks.

Ikea, McDonalds, Lay’s… The luxification of the mass market according to Demna Gvasalia.

This is not the first time that Balenciaga has appropriated the codes of mass consumption since the arrival of Demna Gvasalia at the head of its collections. Already in 2017, the brand of the Kering group revisited the blue shopping bag from Ikea in its own way. Two years later, the label launched a pair of shoes reminiscent of a cone of fries from McDonalds.

So many nods to these symbols of a certain pop culture, to which are added 100% fashionable collaborations with Adidas, GAP, Crocs and even a merchandising line. And so many pieces that do not leave consumers indifferent, as well as the main interested parties: while the Ikea company at the time declared itself “flattered” by what it described as a tribute, the Car- Freshner, meanwhile, filed a complaint against the brand in 2018, accusing it of having hijacked its bestselling product “Magic tree”, a car air freshener.

balenciaga magic tree
©Balenciaga

If the already viral rapprochement with Lay’s seems official here, this initiative illustrates once again a certain conception of irony and the mixing of genres dear to Demna Gvasalia when Balenciaga reconnected a few months ago with the hyper-exclusivity by relaunching its Haute Couture activity.

A wide creative gap that aims to feed the brand’s DNA, between contemporary appropriation and heritage heritage. “I hate boxes, I hate labels and I hate being labeled and boxed” explains the designer in the introductory note of this latest fashion show dedicated to the construction of identity. “Fashion loves boxes and labels more than anything. Luxury, not luxury, street, couture, good or bad buzz (…). Putting luxury in the box of the impeccable, the exclusive and the ostentatious is both reductive and from another time”.


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