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Trunal Sahuji
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Luxury brand Balenciaga has introduced a new jacket called the “Destroyed” jacket, which retails at $950 (approx. ₹84,000).
What sets it apart — and sets Twitter ablaze: large holes, shredded hems, frayed fabric — the look of something that perhaps has through a washing machine mishap or a street-brawl.
Despite—or perhaps because of—its unconventional look, the piece sold out within 24 hours of release.
What Is It Really Saying?
On one level, the “Destroyed” jacket is purely a fashion statement: a deconstructionist take on what luxury can be. The fact that it looks “used,” “shredded” or “broken” yet carries a premium price tag highlights the irony at the heart of modern luxury.
On another level, the garment provokes a conversation about themes like:
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Status and scarcity: Owning a jacket that appears “destroyed” yet costs thousands signals one’s access to luxury and inside-fashion culture.
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Online spectacle: The reactions on social media range from shock to admiration to sarcasm — and all attention helps the brand.
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Fashion ideology: The piece draws on ideas of deconstruction, imperfection as aesthetic, and the flipping of conventional luxury norms (pristine = luxury) into “ruined looks = luxury too.”
Why the Jacket Sells
Cultural currency
Owning fashion items that provoke thought or controversy can serve as a form of cultural capital. The “Destroyed” jacket signals that the wearer is plugged into fashion discourse and unafraid of irony.
Virality as value
In today’s age, part of luxury is being seen, being talked about, going viral. A piece that “breaks the internet” gains value simply by being part of the conversation.
Deconstructing luxury norms
Traditionally, luxury items are immaculate, high-quality, polished. This jacket flips that: it looks disrupted, damaged, yet is high price. That inversion in itself is the message.
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