Balenciaga’s 2,700 yuan hairpins spark controversy
Luxury or gimmick? The French fashion house continues its viral marketing streak with yet another high-priced everyday item, igniting discussion across Chinese social media.
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Published March 06, 2025
Balenciaga has done it again. The French luxury brand’s latest launch, a pair of delicate metal snap hair clips retailing for an eye-watering 2,700 RMB ($372), has raised heated debate on Chinese social media platforms.
“Who would spend 2,700 RMB on a pair of hairpins when the same ones cost 1 RMB ($0.14) on Taobao?” a blogger on Xiaohongshu (also known as RedNote) posted. “You could buy 2,700 hairpins at this rate.”
“Is this just a cash grab?” another netizen wrote. “I examined it closely, and aside from the logo, this hairpin looks exactly like something you’d find at a street market! The material is ordinary, the design is basic, and even the packaging is nothing special.”
Balenciaga’s viral marketing formula: Controversy sells #
Despite the backlash, some users pointed out that this strategy has worked well for the luxury brand before. In 2024, the brand went viral for launching a $3,300 plastic tape bangle, sparking widespread controversy across Chinese social media.
Under the creative direction of Demna, Balenciaga has built a reputation for transforming everyday objects into high-priced luxury fashion statements. Whether it’s a tote resembling Ikea’s blue bag or a towel skirt, the label’s most talked-about designs seem intentionally crafted to generate viral attention.
“Controversy drives traffic,” wrote @LittlebitofHubei. “Balenciaga’s marketing formula ranges from the 4,000 RMB ($551) ‘Utility 2.0’ key hair tie to the 12,000 RMB ($1,654) ‘Paris Destroyed Sneakers.’”
Do ‘ugly plus expensive’ products still work in luxury? #
Balenciaga has repeatedly leveraged the “ugly plus expensive” formula to generate buzz, the blogger continued, explaining that luxury consumers aren’t just paying for products but also for brand identity. “With global luxury sales slowing and Kering, Balenciaga’s parent company, reporting declining profits, creating controversial items has become a short-term tactic to drive attention and engagement,” @LittlebitofHubei wrote.
While traditional luxury relies on exclusivity and craftsmanship, today’s Chinese consumers, especially younger demographics, are drawn to spectacle, irony, and social media and meme-driven trends — as demonstrated by Balenciaga’s viral product launches.
However, the French fashion house must balance its viral marketing playbook with sustaining long-term brand equity.
Ultimately, as @littlebitofHubei points out, “the real winners may be those who buy while criticizing” — engaging with the brand’s gimmick while still validating its desirability through purchases.
Additional reporting by Emma Li.