Anti-Fashion Strikes the Industry
Image Courtesy: Mr.Porter
Once again, the fashion industry is greeted by cyclical trends, but this one allows consumers to express their unique style in a casual way. From skate culture and surf attire to designer sneakers and oversized hoodies, the influence of streetwear is transforming the fashion industry and to be more specific, luxury designers. We all are aware streetwear is one of the hottest phenomena right now, but it hasn't always been a front-runner. The style has shattered big business's idea of luxury, and companies are jumping at the chance to captivate millennials into brand loyalty. The style originated by appealing to Californian youths as a fashion subculture, and since has evolved its hip-hop roots into runway's hottest trend.
Streetwear has become a force to be reckoned with, while simultaneously lowering the standards of fashion since the 1970s. As each designer puts their twist on collections, all intertwine as an innovative form of expression through individualism. The new definition of luxury ties high-fashion and comfort into a garment, allowing consumers to wear what they want. Not to be confused with athleisure, the style is captivating the minds of fashion-enthusiasts, materializing our wants and needs. As streetwear flourishes, the designer's perspectives of what is relevant must revolutionize and steer away from past ideals involving fashion do's and don'ts.
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One of the major names in streetwear includes Virgil Abloh, artistic director of the Menswear collection at Louis Vuitton and founder of Off-White, one of the strongest luxury streetwear brands. Abloh is to thank for the boom of "anti-fashion" as Off-White entices youths with iconic diagonal stripes and unusual designs. As the first person of African heritage to create the new chapter to LV's collection, Abloh weaved together his wild dreams and vivid visions of fashion culture. He tends to focus more on the freedom of clothing, timeless and effortless, which creates a greater space for luxury to be redefined. Abloh understands the culture, which he says is crucial to transmitting the revolutionized idea of high fashion while overtaking the digital world.
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Since his influence, Abloh has believed each label turned luxury to be a tribe, whether its Off-White, Balenciaga, or Supreme, the choice lies in consumer's hands and wallets. He relies on the idea that while each creative house has its own history, followers are more interested in the sense of belonging and community they receive from their purchase. Abloh explains streetwear as a trap, attracting consumers to relevancy, leading to engagement. Without attending fashion school, he launched his success by screen-printing t-shirts for friends. Since, Off-White has evolved with iconic logo-heavy sweatshirts, industrial-style belts, "for walking" phrased boots and a Princess Diana inspired womenswear collection. Most recently, Abloh designed the brand's SS20 collection labeled "PLASTIC" to use recycled materials to produce oversized clothing with doodled and patched designs in a flowered field.
Social media has been an influential player in the success of streetwear as it increases accessibility and creates a window into the industry. New generations look up to influencers, aspiring to elevate and redefine their image which is as easy as scrolling our feeds and clicking "add to cart." Abloh fueled Off-White through visual marketing on social platforms, creating visually appealing content while idolizing the industry's top models. He kept in mind while most millennials would not be able to afford the elevated price of clothing, they could take inspiration from each post and create looks from their closets. Off-White's Instagram, totaling close to nine million followers, strives to remain transparent with its audience, showcasing the entire creative process of a streetwear garment. As the first designer to capitalize from Instagram by attracting millennials, Abloh inspires the business of fashion to become more modernized.
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As streetwear remains a force to be reckoned with, we can't help but wonder how long it will last. As every trend will come and go, it's up to us, the consumers, to control its survival. The style's subculture beginnings are what attracted the masses, but as it spreads across runways into the hands of everyday consumers, its timeline cannot be predicted. This idea of luxury has become elusive as trendy sneakers can be viewed at a higher value than designer handbags. Perhaps buying a $1000 pair of sneakers isn't your thing, but the powerful waves streetwear has made in creating a new normal for fashion brands will be everlasting. Until what was once a humble subculture turns into a burnt-out trend, designers will keep producing and our captivated minds will continue purchasing. So maybe you should buy that overly expensive jacket that been sitting in your cart before it's too late, though as we know with most trends, streetwear style will come back around someday.
Strike Out,
Writer: Alyssa Goldman
Editor: Gillian McKendree
Tallahassee