Unorthodox accessories took Balenciaga‘s latest runway by storm. On Saturday, the high fashion label presented its fall 2024 collection to a series of stars including Nicole Kidman, Kim Kardashian and Salma Hayek, previewing its latest collaboration with Erewhon.
Founded in 1966, Erewhon has gained a buzzy following for its pricey organic fare, cultivating a celebrity fanbase that includes Lily-Rose Depp, Elizabeth Olsen and Miley Cyrus. The supermarket chain has even teamed up with the likes of Hailey Bieber and Bella Hadid, releasing $20 smoothies that spawned TikTok crazes.
Balenciaga’s most recent show, which took place in the upscale neighborhood of Windsor Square, parodies Los Angeles’ celebrity culture, making velour tracksuits, Cardi B, and naturally, Erewhon, its primary co-stars.
Models and guests alike brandished purses shaped like coffee cups, water bottles and Erewhon grocery bags, all of which featured Balenciaga branding. “This is my purse for today, this is what Demna wanted me to carry, a little Erewhon Balenciaga bag with flowers, so I’m going to give him the flowers when it’s done,” Kardashian told WWD in reference to the label’s creative director.
Demna’s tenure at Balenciaga has been marked by a series of tongue-in-cheek stunts, having models trudge through mud during a 2022 show and spoofing political ads in the brand’s spring 2020 campaign
Balenciaga’s Erewhon push lines up with the release of a collaborative collection. Merchandise includes hoodies, tees, hats and tote bags, as well as a charcoal-infused juice. The latter can only be purchased at Erewhon stores from now through Dec. 9.
