Fashion, Opinions

Should we anticipate a Balenciaga x Lay’s collab?

Maybe Demna really likes potato chips.

words by: Sahar Khraibani
Jun 26, 2022

Sightings of Demna Gvasalia, Balenciaga’s Creative Director, with a Lay’s Original Wavy Potato Chips bag at Antwerp’s Royal Academy of Fine Arts’ graduate fashion show has spurred conversation in fashion circles about a potential collaboration between Balenciaga and Lay’s.


A TikTok video released by ENFNTS TERRIBLES Magazine that went viral showed that Demna was clutching onto this Lay’s bag for a minute, taking it everywhere.


@enfntsterribles We went to the graduation show of the #Antwerp #Fashion Department and we saw @Balenciaga’s #Demna ♬ original sound – Troye Sivan


If this is a preview of a future fashion collection, it is almost certain that the chip bag displayed is not the final item. It really is just an ordinary bag of chips that you can buy at the store; it doesn’t exactly scream “status symbol.”


The likelihood of a Lays collaboration doesn’t seem improbable, given that Balenciaga’s couture show is just around the corner, but it does feel a little too obvious. For years, designers like Demna and Jeremy Scott have been experimenting with the codes and emblems of consumerism, creating entire collections out of logos like DHL or McDonald’s.


Demna sported the Lay’s bag with an adidas tracksuit and a baseball cap making for a very casual look. Though the idea of a collaboration with Lay’s borders on ridiculous, it would not be out of leftfield for Balenciaga. After all, they did create the goth Crocs, bringing Crocs into the world of high-end fashion.


Demna is known for being the troll of fashion people. At one point, he said that fans of Balenciaga don’t even need to wear the brand, all they have to do is get the Balenciaga tape and plaster it onto the items in their closet.


Recently, so much of fashion has been about elevating the mundane. However, it does feel a little futile when brands such as Balenciaga end up co-opting consumerist culture and turning it into a coveted status symbol.


A lot of their fanbase has expressed certain discomfort with this new aesthetic. On TikTok, an anonymous account named “beyonceisaverageatbest” commented on the viral video: “Balenciaga have just decided to see how much they can mock the people who buy from them.” This seems to be a sentiment shared by many who are a little fed up with fashion’s runway shenanigans that end up dictating what passes for cool and what doesn’t.


I guess we will have to wait and see what happens with this collaboration and how it will be perceived by the public.


Speaking of Crocs, here are some of the best collaborations they’ve done.


Photo via SOPA/Getty Images