29th July 2022

Balenciaga AW22 Campaign – Crush

Laurelle Laryea takes a look at the new member of the Balenciaga bag family

First seen on the AW22 runway, the recently launched Balenciaga Crush bag has a distinctly tactile quality.  Made with soft and supple leather with some styles featuring an enjoyable diagonal quilt, the Crush comes in smooth, croc-embossed, or shiny versions to keep all parts of the day covered.  The soft construction is made to mould to your needs, presenting a striking new approach to the classic handbag.  For the AW22 campaign, Balenciaga returns to the likes of the equally striking Bella Hadid and Lina Zhang to show off its curved lines and pointed edges – a nod to the House’s already distinctive Hourglass shape.

To complement the new bag, the campaign naturally features the Balenciaga ready-to-wear collection to frame it against.  Silhouettes are shrunken, distressed and stripped down, as seen in the softened, relaxed coat on Aya Nakamura, or the slinky laced-hem slip dress on Lina Zhang.  The same understated nature runs through the campaign story.  The cast are captured against a neutral studio backdrop that allows them, the collection, and especially the bags to be the focus of attention.  Colour options for the bags vary from the classic black and optic white, to sweet pink, vivid green and metallic silver.  Sizes range from small, medium and large.

Under its influential creative director Demna, Balenciaga continues to evolve through his vision and uncompromising edge.  The collection has those avant-garde flourishes we love, yet the campaign cleverly evokes a sense of non-intimidation and makes the edgy fashion wearable.  Thigh-high leather garter boots paired with delicate silk and lace (or bare skin) provides a perfect foil whether teamed with the small white Crush or its larger shoulder bag sister sporting the black metal chain.  While the Hourglass silhouette has become a mainstay for the House’s devotees, the Crush offers a contemporary alternative for a younger market.  No matter the iterations, however, there will never be any mistaking the iconic ‘B’ hardware on the clasp.

In recent years, Balenciaga has continued to create odes to House favourites, from the Le Cagole to the Lady.  With the Crush we now have a modern and unfussy new stablemate for them – the epitome of the ‘cool-girl’ handbag.


For more information on the Balenciaga Crush, click here

Click here to read our last feature on Balenciaga

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