Belarussian fashion brand ZNWR has taken the world of avant-garde clothing to new heights—or perhaps new peculiarities—by launching a line of garments made entirely from transparent bubble wrap. The collection, which includes a see-through dress priced at 280 Belarusian rubles ($86) and a jacket for 380 rubles ($116), has gained viral attention since being showcased in Minsk’s Dana Mall.
TikTok user Yana, who stumbled upon the unique pieces, quickly made them a social media sensation with her lighthearted video, garnering over 100,000 views. The concept may seem absurd, but ZNWR’s approach reflects a commitment to pushing fashion boundaries. According to the brand, this limited-edition collection of 20 dresses and 20 jackets is designed for those seeking to stand out from traditional holiday attire and make a bold, unconventional statement—perfect for New Year’s Eve celebrations.
“Girls, if you’re looking for a dress, here you go,” Yana quipped in her TikTok video, humorously pointing out the transparent garments and their price tags. Many viewers initially dismissed the idea as a joke, with some dubbing the pieces “anti-stress clothing” and wondering if the bubbles could be popped like regular bubble wrap. Yet, the collection is very real, and its exclusivity ensures it caters to a niche audience eager for extravagance and individuality.
On Instagram, ZNWR explained its creative vision, stating that its bubble wrap garments allow wearers to “be outside the general context and thus form a new one.” This philosophy aligns with the brand’s ethos of defying norms and redefining fashion narratives.
Because of its bold innovation, ZNWR has been playfully compared to Balenciaga, the Spanish luxury brand known for its eccentric and high-priced creations. Being dubbed the “Balenciaga of Belarus” suggests that ZNWR is carving its niche as a daring and unorthodox name in the fashion world.
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