Recently, French fashion brand Balenciaga launched a bracelet in the shape of "adhesive tape". It is reported that the "adhesive tape bracelet" is an important part of pragmatism aesthetics in the brand's fashion week autumn and winter 2024 series, which is inspired by the transparent tape sold in local hardware stores or office supplies stores. The theme of this series is random and messy. Dust bags are used on the tops, and some clothes are wrapped with transparent tape. At present, the tape bracelet has not been sold, and there is no official price.

Many netizens said that "they thought it was a joke, but it was really printed with 'Balenciaga'" "They have worn it in primary school, more than 99% of people." But many netizens also questioned whether this is a new height of fashion or an IQ tax for consumers?

From the perspective of business strategy, Balenciaga's launch of the "tape" shaped bracelet is undoubtedly a bold attempt. In the highly competitive fashion market, brands need to constantly introduce new products to attract the attention of consumers. The "adhesive tape bracelet" with a high degree of topic can attract consumers' attention, but this attempt does not seem to be widely recognized by the market. As a cheap product in daily life, transparent tape is far from the positioning of luxury goods. The rupture between its design inspiration and brand image has made people doubt the original intention of the designer, and has also intensified consumers' doubts about the "IQ tax".

In fact, this is not the first time that Balenciaga has been controversial because of "wonderful design". In October last year, Balenciaga launched a hairband, made in Italy, made of polyester fiber, zinc alloy and brass, with a price of 4000 yuan. Consumers can get 2 detachable keys engraved with logos for purchase. Netizens complained about the key ring shaped like a locker in a bath center. In May 2022, Balenciaga also launched a "shabby shoes", which caused heated discussion. Netizens jokingly called them "beggar shoes", and the topic of # a pair of worn shoes of Balishika sold for 12000 yuan # once hit the hot search. The Balenciaga official clearly stated that these shoes were "very worn, marked and dirty".

The various "wonderful designs" of Balishika also triggered people's thinking about the boundaries of fashion: where is the boundary of fashion as a cultural phenomenon? What kind of design can be called fashion? Admittedly, fashion is pluralistic and subjective, and we cannot deny everyone's understanding and acceptance of fashion. But can a design that is too casual and lacks aesthetic feeling really count as fashion? Especially for luxury goods.

The "Tape Bracelet" launched by Balenciaga may attract some consumers who pursue individuality, but it is obviously unacceptable to most consumers. The fashion industry needs a breakthrough, but it is not simply subverting public perception and pursuing eye effect, but should have more quality and depth.