Balenciaga Creative Director Demna Gvasalia isn't one to shy away from a spectacle. Two seasons ago, the Georgian designer staged a faux red carpet in place of a traditional runway show in the heart of Paris. Last season, amidst the Russian invasion of Ukraine, models braved a snowstorm as guests looked on through clear plexiglass.
And when it was announced the brand would be showcasing its Spring 2023 collection in New York City, industry insiders were waiting with baited breath for the creative's next move. Soon, guests were greeted with faux money stacks that doubled as invitations. In true Gavasalia fashion, the unconventional invites included the show's location—the wholly unfashionable New York Stock Exchange—and was treated with a distinct smell that mirrors the scent of actual currency.
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