Balenciaga is loosening up one of its most recognisable bag shapes.

The new Hourglass Avenue, designed by Creative Director Pierpaolo Piccioli, reworks the house’s signature curved silhouette in extra-supple leather with a semi-glossy finish. It retains the distinctive Hourglass profile but feels softer and more relaxed.

For the launch campaign, artist duo Hart Lëshkina places the bag in a world of vintage stereos, electric guitars, wired headphones and scattered magazines. Instead of treating it like an untouchable luxury object, the imagery shows it draped across chairs, beds and everyday clutter.

That lived-in approach extends to the cast. Maddi Waterhouse, Anna Van Patten, Blanca Soler, Ch’lita, Cala Moragas, Jasmine Yen, Salem Mitchell and Yang Chaoyue each step into the role of both model and creator, bringing individual perspectives to the campaign.

The design still has its polished details. A folding flap conceals a second handle, while gold bar closures carry the engraved address 10 Avenue George V, a reference to Balenciaga’s Paris heritage.

Available in three sizes, the Hourglass Avenue comes in black, carmine red, pink, raisin and a glossy white reworked box calf leather.

Visit Balenciaga’s website to explore the new design.