Balenci-agita over $aggy pants
Demand for Balenciaga apparel has tanked after its $1,190 saggy sweatpants were dragged on social media as racist and a prime example of cultural appropriation.
Demand for the Spanish fashion house fell 27 percent in 48 hours after the controversy erupted online, according to data from LoveTheSales.com, a London-based online sale and clearance outlet.
“If a brand makes headlines for all the wrong reasons, more often than not you’ll see a backlash online, which can instantly filter down to shoppers buying decisions,” said LoveTheSales co-founder Stuart McClure.
“Brands need to be sensitive to the entire customer base, especially in this social media arena that most fashion giants operate in today.”
The backlash began with a TikTok video probing the Trompe-L’Oeil sweats, which come with built-in boxer shorts that peak out above the waistband — mimicking the style popularized in hip-hop culture.
“This feels racist. This feels very racist, guys” TikTok user @mr200m__, said.
“They’ve gentrified sagging,” user @6aptiste quipped.
Ludivine Pont, Balenciaga’s chief marketing officer, defended the look on CNN as part of a style “vision” to “combine different wardrobe pieces into a singular garment.”