Balenciaga’s smoothie bar is not a joke — it’s strategy
Pop-up drink counters outside Shanghai and Beijing stores mark a broader industry shift, as fashion houses build wellness rituals around new technical clothing lines.
Balenciaga's TechWear pop-up, set up outside stores in Beijing and Shanghai, paired smoothies and energy bars with product to frame the line as a wellness experience rather than a rack of clothing. Image: Balenciaga
Balenciaga's TechWear pop-up, set up outside stores in Beijing and Shanghai, paired smoothies and energy bars with product to frame the line as a wellness experience rather than a rack of clothing. Image: Balenciaga
