David Tourniaire-Beauciel, who co-designed (with Demna Gvasalia) the ever-popular Balenciaga Triple S, is reportedly launching a direct-to-consumer line of sneakers called Shoes 53045. The footwear designer, who is also creative director at Clergerie, launched the brand in partnership with his co-founder Aurelia Ammour, a former luxury fashion executive who has worked with LVMH and Kering.

One of Shoes 53045’s defining features is an eye-catching platform bubble sole, as the label firmly plays to the bulky and overstated footwear trend.

The sole, which looks like an Air Max sole has been put on a chunky rubber outsole, will be a mainstay on all of the brand’s footwear, with only the upper changing from model to model. Another noteworthy detail is that the second part of the name, “53045,” spells “Shoes” when turned upside down.

Speaking to Business of Fashion, Tourniaire-Beauciel explained the thinking behind the thick, bubble sole: “Before, there was this French proverb saying you need to suffer to be beautiful; Now, it’s over, we want to be comfortable.”

A $400 lace-up sneaker will be the first launched under Tourniaire-Beauciel’s new label. It is available for preorder starting Friday.

For more information, head to Business of Fashion here.

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