Balenciaga’s brand identity is based on high quality garments on the high and luxury market and exclusivity. contrary to this Balenciaga is tapping in to ‘‘poverty play’’ by coming out with utterly ‘‘distressed clothing. Appropriating the lowest economic groups and their struggles. Through this piece I want to
call them out on this behaviour. Making a statement by showing and telling the ridiculous and hypocrisy of this phenomenon through ”THE SCUMBAG”. the bag modelled after the classic and stereotypical look of a ‘knapzak’ which contains products that are most requested in homeless shelters.