What was Demna doing with a bag of chips?

He needs no introduction, the name is enough: Demna. He is the designer of ugly sneakers, of anti-fashion troll shows - those where being able to tell what the line between reality and the catwalk is simply out of logic - of smashed iPhones or fake bills as invitations to his exclusive fashion shows. He studied at the Royal Academy of Fine Arts in Antwerp, the one where Martin Margiela graduated from, for instance. And it was here that the designer decided to return to attend the fashion shows of the academy's most promising talents. Spotted and posted everywhere: black uniform, nonchalant attitude and a bag of Lays chips as a bag.

That therefore Demna can design blazers, dresses and even couture is beyond question. But Balenciaga's creative director is from another school, the one whereby you can go out with a bag of Lay's chips as your bag and end up looking cooler than the influencers with their latest outfits. Having ascertained the genius of the Georgian designer, curiosity remains about the singular choice made by Demna: a creative quirk or the unofficial announcement of an upcoming colabo? After playing with Apple's imagery nothing prohibits us from imagining something similar with Lay's, a brand that symbolizes American aesthetics and would therefore fit perfectly into the creative scheme that Demna likes so much.