SANDS THROUGH THE ‘HOURGLASS’
Its name and silhouette capture its allure. The Balenciaga Hourglass Avenue Bag is as sumptuous as it is subtle, with its whispered sensuality. As the latest “it” accessory from the fashion house, the Hourglass Avenue Bag is a contemporary interpretation of a classic design courtesy of creative director Pierpaolo Piccioli’s fresh take on the original Hourglass handbag’s architecturally curvaceous shape.
Balenciaga’s Hourglass Avenue Bag is yet another timeless design from the celebrated fashion house, and meant to be loved for a lifetime
Captured in stunning new imagery by interdisciplinary artist duo Hart Lëshkina, Balenciaga’s latest campaign features buzzy creators including Anna Van Patten, Blanca Soler, Ch’lita, Cala Moragas, Jasmine Yen, Maddi Waterhouse, Salem Mitchell and Yang Chaoyue with their favorite iterations of the bag. Each tastemaker brings their spontaneous, unique perspective to the series both behind and in front of the camera by modeling in self-created campaign videos which debuted in conjunction with Erik Hart and Tati Lëshinka’s intimate photography.
In each visual, the luxe, semi-glossy Balenciaga Hourglass Avenue bags sit front and center – as practical as they are precious – among analog objects like electric guitars, wired headphones, stereos with rotary knobs, magazines and books, a nod to the reimagined bag’s status as a daily essential as necessary as the objects it holds.
Naturally, every campaign model is clad in designs from Balenciaga’s Spring 27 collection, which includes the brand’s popular TechWear pieces, vintage-inspired gold jewelry, sculptural Midnight City mules and Bloom pumps, the latter two of which are objects of desire in their own right.
Balenciaga’s new campaign is, in many ways, a beautiful commentary on our frenetic world. Each video features familiar sounds, the soulful humming of everyday life. Recognizable audio includes the jangling of metallic keys and spare change, a ticking watch, a buzzing phone, the clacking of a keyboard, the clicking of heels and the audibly pleasing sound of fingers brushing against paper. The Balenciaga Hourglass Avenue Bag campaign videos showcase the ordinary and extraordinary through soft, textured ASMR-esque sensory sounds juxtaposed with quiet yet impactful imagery that includes natural light, soft surfaces and physical media, representing all things tactile.
Drawing inspiration from founder Cristóbal Balenciaga’s elegant, feminine, iconic aesthetic, Piccioli’s Hourglass Avenue bag is an architecturally stunning modernization of a doctor’s bag with a more relaxed construction. After appearing on Balenciaga’s fall 2026 runway, the design has already been worn by Demi Moore, Cynthia Erivo, Rachel Sennott, Shailene Woodley and Lily Collins in addition to Gemma Chan, Nicola Peltz Beckham, Isabelle Huppert, Sarah Jane Nader and Amélie Hoeferle at the fashion house’s Paris show in October.
Available in three sizes (extra-small, small and medium), the Balenciaga Hourglass Avenue Bag is offered in five stunning colorways – a reflection of Piccioli’s celebrated bold use of color – including carmin red, pink, raisin, black and white in shiny modified box calfskin leather. The practical, durable tote with its aged-gold hardware is a versatile design that can also be worn as a crossbody bag thanks to a detachable and adjustable shoulder strap. A few additional favorite features include its sleek top handle, unique curvilinear base, aged-brass lock closure, Nappa lambskin lining and an inner zipped pocket for added safekeeping.
Made to be used, abused, loved and adored, the Balenciaga Hourglass Avenue Bag is available in select Balenciaga stores worldwide and on balenciaga.com. The top handle design joins the house’s collection of “it” handbags, which include Le City, Rodeo, Le 7, Clicca shoulder bag, Le Cagole, Fan Carry All, Bel Air tote, Bolero bowling bag, Select tote, and, of course, the original Hourglass handbag, the latter of which relies on a stiffer, more structured silhouette. Made in Italy, all Balenciaga designs – the Hourglass Avenue Bag included – serve as daily investment pieces to be lived in, worn in and passed down for generations to come.
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Balenciaga’s new campaign is, in many ways, a beautiful commentary on our frenetic world. Each video features familiar sounds, the soulful humming of everyday life. Recognizable audio includes the jangling of metallic keys and spare change, a ticking watch, a buzzing phone, the clacking of a keyboard, the clicking of heels and the audibly pleasing sound of fingers brushing against paper. The Balenciaga Hourglass Avenue Bag campaign videos showcase the ordinary and extraordinary through soft, textured ASMR-esque sensory sounds juxtaposed with quiet yet impactful imagery that includes natural light, soft surfaces and physical media, representing all things tactile.
Drawing inspiration from founder Cristóbal Balenciaga’s elegant, feminine, iconic aesthetic, Piccioli’s Hourglass Avenue bag is an architecturally stunning modernization of a doctor’s bag with a more relaxed construction. After appearing on Balenciaga’s fall 2026 runway, the design has already been worn by Demi Moore, Cynthia Erivo, Rachel Sennott, Shailene Woodley and Lily Collins in addition to Gemma Chan, Nicola Peltz Beckham, Isabelle Huppert, Sarah Jane Nader and Amélie Hoeferle at the fashion house’s Paris show in October.
By Lindzi Scharf