According to Balenciaga, sneaker cleaning kits are overrated

Whether they are from Balenciaga or not, it’s needless to say that we are living in the moment of sneakers. We all wear them, all the time, with limited edition ones reaching art market prices, and the global obsession doesn’t seem to be ending. As a direct consequence, there is a proliferation of tutorials and product kits to clean and maintain these sneakers in the best condition.
Who hasn’t spent hours on YouTube watching videos where shoes that looked ready to be thrown away were brought back to new, providing a satisfaction that borders on ASMR?
Probably not Demna, who for the launch of the new Balenciaga Paris model, through a campaign with the still life photos by Leopold Duchemin (a long-time acquaintance of the brand), seems to be telling us that he couldn’t care less about the hype of pristine shoes.
The images capture two models, black and cream, completely destroyed and dirty. As if those sneakers had been worn every day for years (it’s not known how many, but certainly more than one) without ever facing a washing machine.
The point is simple: Balenciaga Paris shoes are meant to be worn until the end, until the very last possible day.
The models resemble classic American basketball shoes from the first half of the 20th century, ankle-high, low-cut, or sabot style, in white, black, and red. All are already presented with a worn effect (though much less than the campaign images) and are available on the Balenciaga website. For the most dedicated, there is also a limited edition of 100 extra-destroyed pieces, currently available for pre-order, which we advise against showing to parents or that friend obsessed with cleanliness.