Looking Back: Balenciaga Faces Backlash Over Homeless-Inspired Shoe Line

In May 2022, Balenciaga launched a distressed version of its Paris High Top Sneaker, selling them for a whopping $1,850.

These limited-edition "extra destroyed" shoes were designed to look ripped, stained, and almost falling apart.

They were part of a limited run of only 100 pairs.

According to the brand, the design was meant to suggest that the sneakers are “meant to be worn for a lifetime.”

However, criticism ensued as the shoe design quickly became viral.

Instead of ignoring the moment, the Salvation Army in the Netherlands stepped in.

With creative agency Cloudfactory, it launched "Truly Destroyed," a collection of actual shoes worn and donated by homeless individuals.

Styled like a high-fashion drop, the collection included listings like “Detached heel. Blood residue. Scratch marks. Not suitable for walking.”

All proceeds went to support the Salvation Army’s work with unhoused people.

Thamar Keuning, head of marketing at Salvation Army ReShare, explained the approach in a statement:

"The destroyed shoes of a homeless person opposite the high-fashion products of this fashion industry literally and symbolically reflect the inequality in the world."

Cloudfactory’s César García described the move as a way to enter the conversation, not mock it:

“It’s not at the expense of Balenciaga, but with thanks and respect to them — building on the shoulders of giants.”

Fashion photographer Carli Hermès took the campaign photos.

Immediate Online Backlash

The launch quickly sparked criticism online.

Users questioned whether the campaign glorified poverty or mocked those who wear such shoes out of necessity.

Comments ranged from bemused disbelief to pointed critique: "Why is poverty now an aesthetic for rich people?" one user asked.

Another called the shoes "poverty-chic pieces."

The criticism wasn’t confined to X (previously Twitter).

Writers and fashion commentators questioned the timing and price point of the product design, and whether irony had gone too far.

Fashion’s Love-Hate Relationship with Distress

Deliberately distressed clothing isn’t new.

From stone-washed jeans to frayed jackets, the look comes and goes. Still, sustainability advocates raise questions.

Faux distress often involves energy-intensive treatments and chemicals, while pre-worn fashion already exists at scale.

Vogue’s Emily Chan saw the Paris Sneaker as a missed opportunity: Why not upcycle or partner with resale platforms to create something that reflects the look but reduces waste?

Platforms like The RealReal and Depop have normalized secondhand style.

It’s not about faking the aesthetic but about authenticity and brand values.

Our Take: Can Controversy Still Sell Luxury?

Balenciaga was aware of its actions, and I don't think the brand is bothered by the outrage.

This was meant to generate conversation, and it succeeded. Still, I felt a shift while reading reactions.

The line between shock value and insensitivity seemed thinner than ever, especially when housing insecurity is so prominent and visible.

If you are going to reference distress, there should be a clear purpose behind it.

Otherwise, it risks becoming noise.

Shein is also facing scrutiny for its creative choices. See how an AI scandal tied to designer Luigi Mangione is stirring backlash.

Push boundaries without losing purpose. These agencies help fashion brands spark conversations that resonate, not backfire.