The classic hourglass curve gets softer: Balenciaga’s new Hourglass Avenue even hides the address of its Paris headquarters

The familiar Hourglass curve is softer and more fluid this time around. Balenciaga has introduced the new Hourglass Avenue women’s bag, with creative director Pierpaolo Piccioli carrying forward the house’s signature architectural silhouette. A flap that covers the body of the bag, movable double handles, and subtle engraving give this classic a lighter, more everyday expression.

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The hourglass curve that began with a jacket

 

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Hourglass isn’t limited to one bag; its origins trace back to founder Cristóbal Balenciaga’s exploration of clothing silhouettes. Inspired by traditional dress from Spain’s Basque region, he incorporated cinched waists and flared hems into his tailoring, creating hourglass-like proportions with the Peplum Jacket.

The silhouette later appeared repeatedly in Balenciaga coats, dresses, and suits, becoming an important part of the house’s design language. In 2019, its distinctly architectural curve was translated into the Hourglass bag. Now, Hourglass Avenue carries on that legacy, extending the crisp, defined curve into a more elongated, fluid line.

Open the flap to reveal a second way to carry it

 

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Hourglass Avenue retains the hourglass shape that curves inward at the base, while the oversized flap covering the upper part of the bag gives it a softer, more complete look. The movable handles fall naturally along the curve, striking just the right balance between structure and flexibility. The design’s surprise is hidden beneath the flap. With the flap closed, it can be carried by one handle; lift it, and a second handle tucked inside appears, transforming it into a double-handle style. The detachable shoulder strap included with the bag also lets you carry it by hand, over the shoulder, or crossbody to suit your look.

One line of an address quietly tells Balenciaga’s Paris history

 

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Look closely at the engraving on the magnetic clasp, and you’ll find this new bag’s most thought-provoking detail: “Balenciaga 10 Avenue George V.” The inscription points to the historic atelier Cristóbal Balenciaga established in Paris, which is also where the house’s headquarters are located today. “Avenue,” then, is more than the bag’s name; it’s a clue connecting the past and present. Rather than a prominent logo, this understated engraving quietly marks the house’s origins, giving Hourglass Avenue’s new silhouette another layer of meaning to take in slowly.

Balenciaga Hourglass Avenue will be available at the brand’s stores in Japan from September 2026, in Small and Medium sizes. The Small is priced at ¥434,500 and the Medium at ¥496,100, and both come with a detachable shoulder strap. For those who love the classic Hourglass but prefer a softer bag shape, this new design is worth keeping an eye on.

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