Justin Bieber at Crocs

“ugly” shoes became a fashion event a few seasons ago, and designers are in no hurry to remove them from the trends. This spring, the phenomenon is back on the agenda thanks to the new Balenciaga sneakers. Spletnik fashion editor Nadia Bechetnikova understands how ugly shoes change the fashion aesthetic.

Balenciaga’s creative director, Demna Gvasalia, accompanies each of her collections with a specific socio-political expression. The release of shoes that were not only sent from the factory, but also looked like they were found in a landfill was no exception – the new Paris sneakers in the advertising campaign looked dirty and torn. The $1,850 sneakers were released in a limited run of 100 pairs (in March there was a separate drop in similar sneakers that looked slightly less worn and cost $495 to $625).

Balenciaga sneakers

The purpose of this design, designed by Gvasalia, was to draw attention to the role of fashion and overconsumption in environmental degradation. Therefore, whatever the appearance of the shoes, the aim is to ensure that these sneakers can be worn for a long time and encourage sustainable consumption.

However, not everyone appreciated the idea – the network made a lot of irony on the topic “Well-dressed” sneakers, posted memes, and many openly criticized the brand “charm” poverty.

– for example, users of the Chinese platform Weibo wrote.

“Balenciaga Airlines”

China is one of the largest markets for luxury brands, and China is expected to surpass even the United States as the world’s largest luxury market by 2025.

But they obviously didn’t see luxury in Balenciaga’s new creation. However, the traditional calculation for the hype has again fully justified itself. Keds were discussed for a long time on the Internet, whether it was a fashion or a social experiment, the campaign itself went viral and began to live a life of its own, as they say.

For example, using Balenciaga’s moment of popularity, the Dutch Liberation Army published its own charity collection. “torn shoes”To draw attention to the problem of inequality. It included shoes, boots, boots and sneakers that people forced to live on the street wore for months and years. Each pair was worth €1,450, and all profits from the sale went directly to the Dutch Liberation Army’s program of helping people in need.

Shoes from the Dutch Liberation Army collection

Do-it-yourself “balenciaga”—using old “chat” is a $65 utility knife, paint, and sandpaper, editors of The Cut magazine say.

The editor of Highsnobiety described his experience of trying the sensational couple:

It is not surprising that he did not dare to try this model, which does not ignore the interest of celebrities in general for other options. “ugly shoes”.

Within a few years, thanks to stellar collaborations, crocs have attained the status of perhaps the most fashionable shoe. Yes, those funny rubber workers “galoshes”, kids loved by hardworking chefs (who, by the way, Prince George wore them when he was very young) and garden grandmothers. But lately, they can often be seen on the glossy pages next to the names of the brand Justin Bieber, Priyanka Chopra or the same Balenciaga – Crocs managed to publish collaborations with all of them, and these are just a few examples.

Priyanka ChopraJustin bieber

In 2008, guru “Project Catwalk” Tim Gunn described Crocs as “plastic hoof” and said: “Don’t get out of bed if you want to dress like you never got out of bed”. And in the first three months of 2021 alone, brand sales soared to $460 million.

The popularity is not just explained by stellar commercials: here is the affordability of the price (of course, not the most luxurious options, although alligators from the Balenciaga collection cost from $ 565 to $ 625 – prices are not too exorbitant for this segment) and the impact of the pandemic on fashion consists in the return of comfortable things and The deliberately “clown” look underlines the fun, yet another touch of fashion portraiture after somber quarantines. Zoomers are also attracted by the possibility of customizing the pair due to special badges – jibbits.

Crocs are now easy to wear, even on the red carpet. Musician Questlove, for example, wore golden rubber shoes to the awards ceremony. “Oscar” Nicholas Brown, “heirs” known from the series “Emmy” wear them, and Justin Bieber chose the massive Crocs from his collaboration with Balenciaga. “Grammy”.

love questJustin and Haley Bieber

When Ella Emhoff, stepdaughter of Vice President Kamala Harris, launched her knitwear line, she said: “the dress is only allowed to be worn with Crocs”. The top models also did not bypass the trend. Bright yellow alligators were tastefully worn by Heidi Klum, combining them with casual wear and trendy overalls as she rushes to shoot. Both Bella Hadid and Kendall Jenner were spotted wearing these shoes on walks. But there are those who resist. Victoria Beckham said she would rather die than wear the crocodiles Justin Bieber sent her as a gift.

Heidi KlumNicki MinajAriana GrandeInstagram photo of Victoria Beckham

However, experts are confident that, despite the return of the 2000s glamor, the popularity of this breed is waning. “ugly” shoes are not worth the wait in the near future. The same crocodiles only score points, as evidenced by the growing number of stellar collaborations. In addition, these shoes are also a kind of zero symbol – the first pair was sold in 2001. The hype has also been heightened by the fact that alligators have been worn by zoomer idols like Bieber or Ariana Grande, and all trends are now largely designed for this generation.

The fact that luxury brands are still very interested in such collaborations can be considered as proof of the accuracy of such an expert estimate. Dior Birkenstocks went on sale in June of this year and most of the $1,100 piece was sold out online within a few hours.

Dior x Birkenstock

Compared to Balenciaga sneakers, the sandals formerly only associated with older German tourists are hardly alike. The “terrible” Birkenstock history is another example of how niche (orthopedic) and rather ordinary shoes have become fashionistas must-haves, and the Birkenstocks and stocking combination is now garnering acclaim rather than giggles.

Goodbye ElsaReese WitherspoonTracy EllisRoss

Dating back to the 18th century, the company has been consciously collaborating with fashion brands since 2016. During this time, collaborations with various brands were published: from luxury Valentino to avant-garde Rick Owens, from glamorous Manolo Blahnik to daring innovators from Central Saint Martins students.

And rest assured that the list of such collaborations will expand for now.

Gigi Hadid wears Valentino x Birkenstock shoes