Written by Nadia Michajkov··an average:
from right to left
It’s a regular feature of the festival: a ribbon around your wrist as your entry ticket. For some visitors, it’s an extra, they still wear it like a trophy on their arm for weeks afterwards, for others it’s an uncomfortable addition. Now these worn-out ribbons are also being sold by Balenciaga for at least €3,500. “It’s an acceptable limit.”
Luxury fashion brand Balenciaga presented ‘Raver uses bracelet“Last week in Paris. The bracelet looks like a festival bracelet that has been on your wrist for a long time, with a ‘worn’ look. The’New oneThe alternative is also sold, this is 4500 euros.
The band is causing a stir online. Instagram account “culturedShe posted pictures of the various bands, and the comments were filled with surprise. “Why aren’t you going to the festival?” one person asked. Others called the bands “unwanted” and “unacceptable” and said that “the world has gone a little crazy.”
More than €3,000 also seems a bit steep for a belt that almost falls apart. How do the experts see this? “In this case, the price is completely separate from what it is,” says Hugo van den Hurk, advertising strategist at Everybody Loves Penguins. “People buy it because of its appearance, it looks exclusive and expensive. It also responds to a need for status. Rich people can show that to the rest of the world.”
Provocation and shock
The surprise about the “worn-out” price tag is precisely the intent, says van den Hurk. “They’re always looking for that ‘edge,’ also in their advertising.” And what’s that edge? Think of an ad campaign where kids were pictured with cuddly toys in SM clothing, shoes so worn they were no longer real, says van den Hurk.
“It’s on the edge of acceptable. There’s often a buzz, but that’s what they want.” If you then wear branded clothing or accessories, you present yourself as “rebellious” and “the talk of the town.” “Ultimately, this is for the happy few, for the new generation. It’s so cool to them that it’s worth the money.”
Worn Festival Tapes
The worn belt reminds us of young people who wear festival belts during and after visiting the festival. For them, the worn “look” of the belt is mainly due to several days of partying, and if they continue to wear it for weeks, it is due to the passage of time.
But why not just a cheap, “regular” festival wristband? Balenciaga’s version has been professionally “worn out.” It takes a day’s work, is available on the brand’s website, and can only be purchased upon request. The brand name “Balenciaga” is embroidered on the strap where you’d normally see “Lowlands” or “Pinkpop.”
You can actually see it as a symbol, says Jos Teunissen, director of the Amsterdam Fashion Institute (AMFI). “By wearing a brand, you’re forming a kind of community.” Because the brand name is clearly visible, you’re demonstrating that you belong to the community of people who also wear that brand. “And anything can fall under that.” Festival bracelets are the same.
Daily items
A product like the festival bracelet, which is actually “everyday,” doesn’t come out of nowhere. Balenciaga has been doing this for some time, previously making worn-out shoes and shopping bags.
Expensive brands are doing their best to connect with young people, explains Tønnessen. Old, classic brands like Chanel don’t appeal to them, because young people these days find other things more important as a form of luxury. “It’s not about an expensive handbag or leather shoes, it’s about a pair of sneakers.” Experts say that the cheaper, more “ordinary” things that young people like are being embraced by luxury brands like Balenciaga.