From $720 beaters to $1,100 shopping bags to $200 underwear sets, it seems Balenciaga, probably the world's most talked about brand right now, can't do anything without making headlines.

Today, the Demna Gvasalia-helmed house has unveiled a new logo, trading in its classic black and white color scheme for one which features condensed black font against an all-grey background. "New Balenciaga Logo Out Now," reads the caption.

 

While there's nothing groundbreaking here, it's another sign that Gvasalia is intent on remolding the house from the ground up in his own image. Logos have been one of the Georgian's trademarks since the beginning of his career, memorably using bootlegs from DHL, Champion and Bernie Sanders.

Peep the new look above, and then find out why one contributor thinks Gvasalia is the first designer that truly understands internet culture.

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