Demna Gvasalia Balenciaga's 1700 Version Of The Ikea Bag Is Genius

Balenciaga’s latest bag looks very similar to a 40p (US$0.50) version by Ikea, and that is no bad thing.

Demna Gvasalia, Balenciaga’s creative director, has built his brand on taking everyday items and giving them a luxury twist. At his label Vetements, the designer focused on such things as the humble DHL t-shirt, Levis, Juicy Couture tracksuits and the basic raincoat. All pieces that one could originally find at affordable prices, and all consequently released with extraordinary price tags at Vetements (the DHL t-shirt sold out at £185 (US$237) and Vetements Levis are currently on sale for over £1,000 (US$1,280)). This April, the maverick designer has turned his attention to the humble Ikea bag with his latest collection for Balenciaga.

The brand, which was previously led by Alexander Wang, has been transformed by Demna Gvasalia. Having graduated from the Royal Academy of Fine Arts Antwerp in Belgium, Gvasalia trained at Maison Margiela before launching his own, avant-garde brand. Yet in spite of the cult success of Vetements, his appointment to Balenciaga was greeted with surprise by many in the industry. Could this underground figure make it at a mainstream luxury house? It’s a scenario not so different to the reaction that Margiela received when he was hired as Creative Director at Hermès back in the 1990s.

https://www.instagram.com/p/BLLp3lcjCzz/?taken-by=balenciaga

https://www.instagram.com/p/BTG-fVJlCTN/?taken-by=ikeasverige

Beyond Ikea’s smart response, the release – and the consequent outrage – is testament to Demna Gvasalia’s understanding of the digital landscape, and his ability to manipulate the social media generation for the brand’s benefit. Creating ‘cult’ items that alienate a lot of people not only gives dedicated ‘fashionistas’ a fresh cult of exclusivity to buy into, but also imbues a mainstream luxury house with edginess in a way that the clothes can’t do. In a similar vein, Gucci has embarked on smart digital strategy, working with the likes of Buzzfeed for the first time to reach new ‘millennial’ audiences.

‘I love social uniforms – what the message means for somebody. I used to wear security t-shirts and people would think I am a security guy. It’s the connotation of clothes. Without people knowing you, it brings a message. I think it comes from the lack of diversity in a period of my youth. Everybody dressed the same because there was no choice,’ the Georgian-born designer told Vogue‘s Suzy Menkes.

https://www.instagram.com/p/BTTggAnly7r/?taken-by=vetements_official

Unlike Gucci, Demna is inviting a DIY approach to luxury (also seen in the Vetements inspired trend of wearing your coat off your shoulders, like it slipped and you couldn’t be bothered to put it back on): you might not be able to get the premium version but you can still buy the cheap, original one and be in on the trend, and the joke. The crucial thing here is that in subverting the value of everyday items he’s inviting people to laugh at those who spend the money, and also feel envious. These items become metaphors, a means of being both the outsider and of belonging; a uniform for the masses and an escape that few could dream of. Call it a cult, or a gang or a farce: no one is doing what Demna is doing. And that, is genius.

Since you are here, we would like to share our vision for the future of travel - and the direction Culture Trip is moving in.

Culture Trip launched in 2011 with a simple yet passionate mission: to inspire people to go beyond their boundaries and experience what makes a place, its people and its culture special and meaningful — and this is still in our DNA today. We are proud that, for more than a decade, millions like you have trusted our award-winning recommendations by people who deeply understand what makes certain places and communities so special.

Increasingly we believe the world needs more meaningful, real-life connections between curious travellers keen to explore the world in a more responsible way. That is why we have intensively curated a collection of premium small-group trips as an invitation to meet and connect with new, like-minded people for once-in-a-lifetime experiences in three categories: Culture Trips, Rail Trips and Private Trips. Our Trips are suitable for both solo travelers, couples and friends who want to explore the world together.

Culture Trips are deeply immersive 5 to 16 days itineraries, that combine authentic local experiences, exciting activities and 4-5* accommodation to look forward to at the end of each day. Our Rail Trips are our most planet-friendly itineraries that invite you to take the scenic route, relax whilst getting under the skin of a destination. Our Private Trips are fully tailored itineraries, curated by our Travel Experts specifically for you, your friends or your family.

We know that many of you worry about the environmental impact of travel and are looking for ways of expanding horizons in ways that do minimal harm - and may even bring benefits. We are committed to go as far as possible in curating our trips with care for the planet. That is why all of our trips are flightless in destination, fully carbon offset - and we have ambitious plans to be net zero in the very near future.