A Belarusian designer brand has become an online sensation for its dresses and jackets made entirely of bubble wrap, earning it the nickname “Belarus’ Balenciaga.”
Based in the Russian capital of Minsk, ZNWR has been promoting the bizarre garments ahead of the new year, saying they are perfect for those who want to “stand out among the velvets and satins on New Year’s Eve.”
They have received many online inquiries from their 338,000 followers, but as of this writing, no customers have shared photos of themselves wearing the pieces.
The brand’s name comes from the Japanese word for “Zen.” Its designs are said to be based on the principle of “less is more.”
In a promotional video, two models float in a pool in bubble wrap outfits, and the brand says the philosophy behind the designs is “authenticity, visibility, transparency and sincerity.”
The dress costs 280 Belarusian rubles ($90) and the jacket costs 380 Belarusian rubles. Only 20 pieces are available.
In its response, ZNWR said the garment, made of “100% polyethylene,” is not suitable for hot weather as it makes people sweat.
However, the brand said one of the advantages of the garments is that they are easy to wash.
The products went viral after a woman spotted them in a ZNWR store and posted photos online.
She even showed the zipper on the dress to prove it was a genuine item for sale.
The size of the bubbles appears to be much larger than those on regular cushioning materials.
One post from the brand received 149,000 likes, with one post joking that the garment was “designed by Balenciaga.”
The Paris-based Spanish luxury fashion brand is known for its eye-catching and bizarre designs that use seemingly cheap materials, such as $1,800 garbage bags and $3,300 duct tape bracelets.
In 2019, British designer brand Craig Green launched a series of brightly colored garments made from stretchy garbage bags that look like bubble wrap.
The designer said the collection was meant to highlight the “vulnerability” of men and the “protective nature” of the clothing.
ZNWR products have drawn a range of hilarious and critical reactions from observers online.
Some said they offer “the ultimate fun of popping bubbles.”
“Don’t wear it on a crowded bus,” joked another.
“When will they come out with winter clothing made of foam?” asked another.
However, some were critical.
“When the entire civilized world is reducing the use of bubble wrap and replacing it with paper packaging, they are making ‘clothes’ out of bubble wrap,” said one online.
“This shows a rich imagination,” disagreed another.