Balenciaga presented its Fall 2024 collection in Hollywood with bags bearing the label ‘Ewhon’, an anagram for Nowhere. The inspiration for Erewhon comes from an 1872 British satire by Samuel Butler, which describes a fictional place that challenges the prevailing norms of religion, law and order of the time. But Erewhon is also the name of an organic supermarket founded in Los Angeles in the 1960s, with which Balenciaga collaborated on a merch collaboration this season. As part of this, the brand created a range of products such as baseball caps, coffee mugs, t-shirts, bags and even an apron.
In contrast to the promised “return to authenticity” and the brand’s roots, which creative director Demna wanted to restore after Balenciaga’s controversial advertising campaign last year, this collection took a different direction. While there were hardly any logos, Hollywood, the global epicenter of the entertainment industry and celebrity culture, served as the backdrop for the show. Balenciaga’s guests and models, including new brand ambassador Nicole Kidman, as well as well-known personalities such as Kim Kardashian and Cardi B, underlined the brand’s affinity for celebrity presence.
The runway showcased Demna’s signature Balenciaga aesthetic, which challenges conventional proportions with oversized elements on the sleeves, shoulders and hems of various tailored pieces. With the launch of a new sneaker, the 10XL, Balenciaga deviated from the chunky sole trend of its predecessor and opted to expand the volume of the entire shoe.
Demna reinterprets “LA fashion”.
The collection tapped into 2000s fashion trends and featured velor tracksuits in bright Barbie pink and blue, along with low-rise underwear. Balenciaga’s version of Ugg brand boots, dubbed the Alaska boots, returned to the runway, humorously parodying the Australian sheep shoe.
Balenciaga described the collection as “Demna’s interpretation of LA fashion codes through a cinematic, character-driven lens. Ideas ranged from everyday activities like jogging, yoga and the gym to Hollywood nights out with a step-and-repeat-ready look. Aesthetics.