While most design houses go to great lengths to show off their high fashion creations with achingly stylish Instagram posts, Balenciaga has taken a different - and rather bizarre - approach.
The account, which has 6.8 million followers, is filled with pictures so blurry they're almost indiscernible; quirky snaps of models, which look like they've been taken in a grim, poky apartment, and odd still lifes, such as a pair of pink heels poking out of a plant pot.
Twitter user @Mniew pointed out the bizarre activity in a post that has since gone viral.
They questioned what was going on with the Spain-based brand, which is loved by celebrities including Beyonce, Gwyneth Paltrow and Salma Hayek, asking: 'Who runs Balenciaga's instagram???'
The account is a mixture of high resolution photos from their media campaigns and a series of random images.
The more quirky snaps are all low quality and are taken in seemingly random backgrounds.
The models pose in modest surroundings but seem to be wearing pieces from the high end brand's collections.
Every photo has a blank caption and has received a string of comments from fans asking for an explanation.
The @Mniew's tweet has seen hoards of Twitter users questioning what is going on on the brand's social media accounts.
One commented: 'I thought they were fake until I opened their Instagram account.'
'It's probably Kanye West [who's behind it],' another posted.
A third joked: 'That's disgusting and I'm offended they call it ''high fashion''.'
In one image a model sits on the floor of a very ordinary looking kitchen wearing a green headscarf and a gingham outfit.
Another picture is edited to make the male mode look like an alien, while another model's body is completely blurred.
One model sports an all-in-one pair of jeans and boots combo, while another post is just a sparkling silver dress with a single red shoe pinned to the wall.
MailOnline has contacted Balenciaga and is awaiting comment.
The brand is known for its quirky style. Pictured is Rosie Huntington-Whiteley in New York in March with a Balenciaga bag