A headless model in a Balenciaga dress waves at the camera. A ball of neon green slime transforms into a Balenciaga sneaker. A pair of Balenciaga-clad friends run, screaming, through a haunted house.

Welcome to Balenciaga's TikTok account, the weirdest, surreal-est, and all together trippiest social media page run by a luxury fashion house.

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You won't find peppy dance challenges or glossy celebrity partnerships here. Instead, you'll feast your eyes on mind-bending special effects, applied to accessories such as Balenciaga's Hourglass and Le Cagole; sardonic takes on internet tropes ("This is why you can't believe everything on social media," one clip reads while flipping through poorly Photoshopped images of a model); and the odd bit of content totally unrelated to fashion (see: a video of stuffed animals seated at a picnic table).

"Bro what" and "What is this" are sentiments shared across the comments section on Balenciaga's TikToks. It's this mind-bending, "what did I just watch?" quality that makes the label's account so addictive, and confers a certain cool factor.

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Balenciaga already makes meme-worthy clothes — its TikTok produces more of the same visual bait, but in video form. If you don't get the joke, the joke's on you.

For a weeklong period, Balenciaga exclusively posted TikTok content to its Instagram (at publishing, the account appears to be wiped). It's not entirely clear what the brand's intent with cross-posting was, but the decision certainly points to TikTok's outsize influence on marketing strategy across all sectors.

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Posing competition to Instagram, once the be all end all of social media platforms, TikTok's explore page functions as a full-fledged news feed for many of its users. Fashion brands, courting a growing customer base of plugged-in Gen Z'ers and millennials, must establish a TikTok presence (and learn its language, a formidable task) or risk irrelevance.

Whether you love it, hate it, or simply don't understand it, Balenciaga's TikTok account is nothing if not attention-grabbing — and in an online economy, influence equals the ability to stop someone's thumb from scrolling.

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