THE STREET OBSESSION: HAUTE OR HYPE?
Updated: May 6, 2020
It's a trend that we have seen coming since a couple years ago. We witnessed Riccardo Tisci of Givenchy (soon to be out) sent a more street-inspired collection to the runway, then other designers followed by collaborating with sportwear brands (hey Olivier), then there was the rise of Yeezy, but this season it really is elevated to a whole new level.
Louis Vuitton presented its menwear collection with a collaboration with the cult streetwear New York brand Supreme. The reaction? people seem to lose their shit. Supreme, which was originally caters to skateboard culture, has become such a hype in the past few years that even the girly girls who usually carry Chanel would want to put on a Supreme beenie just to have a huge chunk of its logo on their forehead. A ridiculous view I have to endure these days.
Question is, has the street obsession become out of control? Louis Vuitton is a luxury powerhouse, and probably number 1 in terms of global brand recognition for a luxury brand. The collaboration will most likely do them very well financially.
Valentino shows another case of streetwear hype. Though it does not collaborate with another brand, Pierpaolo Piccioli, who is in charge, sent a menswear collection with an apparent 'street' inspiration such as baseball caps and sneakers; clearly breaking the classical sartorial code of the house.
In the industry, creativity should be applauded and is needed to refresh a long-standing heritage brand. But the street obsession has become such a predictable direction these days for some luxury fashion houses. Their motives, I guess, is to attract the rich milennials. Sure..
But if we see it from the original street kids' point of view, and for the case of Supreme, the view of some people who has been a part of the Supreme cult since ages, don't they think their brand has lost its street cred???
What about those anti-luxury, (some are) self-proclaimed hipsters? Do they feel like it's a form of cultural appropriation?
Can this trend last? When will pople wake up from this street fantasy?
Only time can tell.
[Photo: Dominique Charriau/WireImage]
[Photo: Thibault Camus/APPhoto]