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.

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.

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.

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.

What To Read Next

*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titelmedia (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titelmedia strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titelmedia has engaged UsableNet Inc, a leading web accessibility consultant to help test, remediate and maintain our Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.

Disclaimer

Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.