Balenciaga Goes Analog for Hourglass Avenue Bag Campaign With Maddi Waterhouse
Balenciaga’s Hourglass Avenue bag campaign stars Maddi Waterhouse and a cast of creators, shot by Hart Lëshkina with a retro analog feel.
Balenciaga has gone analog for its newest bag campaign, and it’s a lot more fun than a plain studio shoot. The brand is introducing the Hourglass Avenue bag, designed by creative director Pierpaolo Piccioli. Maddi Waterhouse leads the cast.
Photographer Hart Lëshkina shot the images and videos, and they feel like a peek into someone’s bedroom. Vintage stereos, wired headphones, electric guitars and stacks of magazines are scattered around. The bags get tossed over upholstered chairs, laid on beds and dropped into piles of cables. It’s all very lived-in.
Waterhouse is joined by Anna Van Patten, Blanca Soler, Ch’lita, Cala Moragas, Jasmine Yen, Salem Mitchell and Yang Chaoyue. Each one appears as both a model and a creator, which fits the DIY mood.
The outfits are relaxed and a bit playful. One look pairs a white slip dress with jeans. Another is a gray hoodie worn with pale yellow pointed pumps. There’s a white fringed shirt with black knee-high boots, a white tank with a pink skirt, and a blue striped shirt in a black armchair. A black tank with a fringe skirt appears too. The standout is a red leather jacket over a white fringe skirt. Gold jewelry shows up here and there.
The bag takes the house’s curved silhouette and softens it. It’s made in extra-supple, semi-glossy leather and drapes more fluidly than you’d expect. The folding flap hides a second handle, and the gold bar closures are engraved with the historic “10 Avenue George V” address.
It comes in three sizes and five colors: black, carmine red, pink, raisin and white. All are in shiny reworked box calf leather. You can shop it now on Balenciaga’s website.
