Fashion really embodies what the trends of the streets are, at that given time. This is how streetwear essentially first started, what brand you say sports being played in, what brand people were hanging out in. People are defining a lot of product as high fashion right now. Can a crewneck really be high fashion? If the materials are quality, and they are shown on the runway, does that make them “high fashion”? In my opinion, not at all, this is almost disrespectful to the people really trying to make a high fashion brand model. Clothes will a small styling change up and coloration to what is essentially streetwear are the ones essentially destroying this traditional model.
It isn’t essentially one vs the other, one better than the other, it is just now apparent how brands are taking this sly business motive to make very wearable clothing, a high fashion status. This means charging $1500 dollars for a sweater is nothing but a number of collectors buying this clothing. Brands known for this recently are Balenciaga, Vetements, and Gucci just to name a few.
Their inspiration and style are obviously repurposed from streetwear using tracksuits, hoodies, and athletic sneakers as the main flagship items. Balenciaga is doing a great job of marketing these new items, as it was named the top profitable clothing brand in the world.
Their items such as the triple S Sneaker sell out in a matter of minutes after being released online. The brands figured out that it is all about marketing the product to the younger age brackets, essentially millennials “The ecosystems have changed, particularly where the much-discussed millennials are engaging with fashion, style, and culture. For a luxury brand, it’s very important to understand how that dynamic is changing as our engagement with the millennial segment is growing quite dramatically,” says Robert Triefus, chief marketing officer at Gucci in a recent interview. This is thinking about the future, yet affecting today’s markets immensely.
The streetwear trend is heavily influencing today’s fashion collections using a street staple. My favorite that has recently been done Is the Balenciaga cap. The ball cap has been a classic item in clothing culture since the beginning of time. An outrage for this style of the cap had been seen everywhere when baseball starts to gain trends in the US.
Balenciaga reinterpreted the ball cap hat, adding their custom typeface font and dressing it with a silky, made of Italian cotton. This basic hat creation by the high fashion house is an example of developing a very wearable product, with a high end feel and look coming in at a 385-price tag. For a long time, luxury brands kept their distance from publications and the “lower end” of what fashion was. They did not want to be accessible or have younger people wear the items they produced.
We can see these statements being reversed completely in 2017 and for years to come. Fashion is a never-ending creative expression that is always changing to better the system. Fashion has changed a lot over the years, especially now expressing a new theme revolving around retro styles and 90s culture. The luxury brands are utilizing these trends to secure their positions in younger culture today, to have access to controlling the future of fashion.
By James Dais