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Journalism of Courage
Luxury fashion house Balenciaga has designed a piece of jewellery that has divided the internet – a bracelet mimicking a roll of transparent Scotch tape. The brand’s fall/winter 2024/25 collection, unveiled on March 3, features this highly debated jewellery item. Resembling a regular roll of clear tape, this bracelet bears the Balenciaga logo and the word ‘adhesive’.
Presented during Paris Fashion Week as part of the fall/winter 2024-25 collection, this object challenges conventional perceptions of jewellery.
Balenciaga’s creative director Demna Gvasalia has a history of reimagining everyday items as luxury goods, pushing the boundaries of fashion. The ‘bracelet’ eschews traditional precious metals and gemstones and appears to be crafted from resin, a polymer originally developed for manufacturing but later embraced in art and jewellery, particularly during the 1970s, as a rejection of conventional notions of value.
A video of the bracelet has now gone viral on social media. One user stated, “The tape costs $1.00 at the dollar store and the logo and name they already own cost $0.” Another user wrote, “Living proof that people would buy any dumb shit just because a certain brand made it.” A third user commented, “At this point, they’re just testing the lowest IQ.” And a fourth chimed in, “Proof that anything can be made into fashion these days.”
