Streetwear is a word that is frequently used without much thought of what it actually is, what its underlying principles are and where it originates from. The various fashion categories can be described with the same general the consensus that we all agree with. It’s easy to distinguish fashion from streetwear fashion, custom-made from fast-fashion, formal wear from leisure-wear. However, fashion styles which aren’t created by the consumer, but rather designed and created by consumers, may be difficult to define.
Knowing what streetwear is and where it originates from and what it means to insiders of the community is crucial for creating and promoting high-end collections that aren’t only up-to-date, but also break-through. Because it is a community-based fashion streetwear editors, influencers stylists, and editors are an authoritative voice and thus make excellent brand partners. Streetwear is an evolving style that is open to brands that are creative and sharing powerful message to their audience via their fashions.
Unintentional Fashion The Pioneers
Hypebeast describes streetwear in terms of “fashionable casual clothes” However, the website explains this definition is incompatible with the “multi-billion dollars” business that streetwear has grown into. The fashion of streetwear we see was first introduced in the 90s and was a part of the hip-hop scene in New York, the surf-skate and graffiti culture of Los Angeles, and within the nightlife scene of Japan. James Jebbia has said that his design influence “was most definitely the skaters who were young who were in New York. Additionally, he traveled to Japan and admiring their stunning fashion. Then, I went to London. It was a mix of both.” Designers such as Jebbia as well as Shawn Stussy pioneered streetwear in the US with their labels Supreme and Stussy as well as designers like Nigo as well as Hiroshi Fujiwara, aka “the Godfather of Harajuku” who led the trend all across Pacific.
It is essential to look at streetwear as a style rather than a trend since it is a social phenomenon. 90’s graphic teesand loose-fitting jeans, as well as statement sneakers were designed to express the needs of their consumers who were the rapper, the skater or the rebel. In the 80s and 90s the majority of traditional brands did not wear clothing for certain celebrities or athletes which meant that the public was forced to design their own clothes as well as define what style was to the people they surrounded. Virgil Abloh expressed this community change in an interview last in the past year “I was a child of the 90s and 80s, and that time the people of that generation had their own ideas of what a fashion-conscious designer was, and we were able to define what a musician looked like”. Today streetwear is governed by a tight-knit group of skaters, musicians artists, and social media influencers who design clothing and create their own styles in order to express their own identity as well as a way to share their culture and knowledge.
What is the fuss about streetwear?
Streetwear has become a fashion circles over the last several decades. In contrast to other genres of fashion the rise of streetwear wasn’t fueled by companies, rather, brands were sought after by people who wanted to get “in” with the exclusiveness of streetwear clothes. Exclusion in the form of limited editions, capsule collections and collaborations with artists are the defining characteristics of streetwear. A lot of luxury brands use limited editions to sell their strategy, with the goal of promoting the perception of exclusivity to consumers.
Traditionally luxury brands promoted the impression of exclusivity through their expensive prices through authoritative top-bottom communications. The fashion industry has learned from streetwear that limited editions are a good way to promote an image of exclusivity not through price and exclusivity, but rather through the social ties. Brands such as Off-White, Nike, Trapstar, Balenciaga and Palace have been serving as a model for established brands to create “fashionable casual clothing” and well-known luxury fashion houses are releasing collections inspired by streetwear more frequently.
What is a streetwear partnership?
It was said that the Louis Vitton x Supreme collaboration in 2017 was a matchless one, GQ called Kim Jones the Collection “one of the most successful collaborations that will last a century”. It’s not a surprise that Kim Jones has again enthralled sneakerheads this year. With Dior and Jordan, British Vogue wrote that the Air Dior’s shoes were “the most-wanted sneakers ever”. Naturally, as the demand for streetwear apparel grows and the concept of streetwear is evolving. As a result, when increasing numbers of women started wearing streetwear, the masculine looks began to be worn with a the bold female style. This led to a gap in the market for female-owned streetwear brands catering to women who were wearing clothing designed for men by men. This is among the main reasons that, today, streetwear is very unisex look.
The Fashion Capitals: Insights from the fashion capitals of Europe: London, Paris, and Milan
LONDON:
Simone Beyene is a 25-year-old stylist and visual artist who works in film and photography. She is Mabel’s stylist. She is finishing her studies at Central Saint Martins next summer.
Being in the music industry is exciting because it’s had a significant influence on streetwear. This is especially true when it comes to London because it’s a vibrant and exciting city. Streetwear generally is a major influence in skate culture. It’s the main ingredient in the streetwear we see in the present. In London there are brands such as Palace and Places+Faces which started out with young men printing T-shirts. The essence of streetwear for me is a t-shirt with a print that’s been washed many times. The band t-shirts and rock culture are an integral part of streetwear, however the bold prints and colors that seem somewhat bizarre or funny , show there’s humor too.
The streetwear of London is also a representation of hip-hop from the beginning that was popular in New York, and how rappers dressed in the ’80s and the ’90s. Many skaters like Pharrell were referred to by brands as friends , so brands were able to give away clothes. Everyone wants to appear like our favorite celebrities or the people we love and that’s the reason why streetwear came into fashion and then exploded. Particularly because music is everywhere across the globe.
What I find fascinating in addition is that to me, streetwear is more of a more unisex style. It’s a lot of enjoyable to take things that are too big and make them more feminine by playing with proportions, cropping the clothing, and creating feminine designs. “Matchy-matchy” clothing like crop tops or tracksuits made of gold jewelry are the most popular type of streetwear worn by women too We saw this a lot in the latter half of the 1990s with hip-hop celebrities’ brands.
Today, high-end brands are embracing streetwear and creating clothes they did not create. It is evident that the top luxury brands, such as Louis Vitton, Dior, and Gucci have lots of monograms. it is selling well due to the fact that streetwear is extremely well-known and people want to be part of the culture. streetwear is a popular fashion for youth and it’s how young people dress, and these youngsters never wanted to dress like anything other than their own version of what’s fashionable. This is the first occasion in a long time the brands are hiring more people from the community and providing references to where their collections originate from. It’s crucial to remember the generation of kids who came up with the style which brands are now making money from.
PARIS:
Selma Kaci Sebbagh is a Creative Director, Press Contributor and an influencer. Her impressive collection of sneakers that she showcases every day on her Instagram has attracted the attention of many high-profile magazines.
Streetwear is difficult to define in 2020. However, I’d suggest that 10 years ago, it was much simpler to define. Streetwear can be mixedand is worn by women as well as men too that’s why it’s something that is used in a variety of ways. I was once of the opinion that the term “streetwear” might be negative since it could be an simple way for people to claim something is fashionable. Streetwear is wearing the brand that are behind clothes. It’s not an enormous logo with no significance behind it. In many instances, I’ve asked brands where their clothes are made and the method of production as it’s crucial to consider the impact they have on the environment.
The French market, particularly for young people There is a growing consciousness of sustainability and people are keen to make a difference. I believe the latest fashions in streetwear will concentrate on sustainability. In terms of Parisian streetwear, there’s not an exact fashion; social media provides us with the feeling that there are no limits that allow us to explore more than the same style.
A trend that is changing the meaning of streetwear is the fact that there is a growing number of women’s brands gaining popularity, particularly via social media. Being able to see women and girls given the freedom to change the way they choose to dress everyday lets us have an entirely different view of fashion and streetwear. This stops companies from being stifled to can better serve us, which is wonderful.
MILAN:
Amanda Margiaria is an editor at i-D Italy, one of the most well-known publications in Italy that focuses specifically on fashion, streetwear and the culture. Her writing covers everything, from fashion shows and industry news to politics, culture as well as music.
There is no one definition of Milanese streetwear, as this style includes a variety of subcultures and social layers. The Milanese skaters are wearing streetwear and the Milanese hipsters wear streetwear, and the Milanese influencers are streetwear-wearing but their clothing has nothing to do with each the other. This fil rouge however is evident in the attitudes of these individuals. They put on what they wear to make a clear message. Their clothes convey:
“We don’t want to conform to the Italian fashion, which you’d think of as tailor-made suits, extravagant hats, or the Pitti Peacocks. We are different we’re outcasts and wear streetwear because we don’t want to appear sloppy in all social situations.”
Streetwear is concerned with the messages you wish to send. If you are wearing streetwear, it is a sign that you don’t conform to the standards of society. Streetwear originated from rebellion against social norms and that is the main aspect of streetwear. From a stylistic perspective, however I believe that streetwear will be a trend toward more distinctive and sustainable accessories and clothes since What’s more unique than an Off White sweater? A customized sweater made from recycled Off-White fabrics. Streetwear is only viable when the expectations of customers are fulfilled. Therefore, it’s going to remain unique and simultaneously democratic since it is, as we said in a recent article in order for this fashion to remain popular, a strong social and political commitment is essential.
The rise of streetwear in the fashion industry as a mainstream product and is driven by the demand of the consumer, it’s evident that the style can not be reduced to “urban fashion” or something that is not suitable to the established fashion Maisons. Streetwear is the authentic voice of the fashion-conscious and is an indispensable voice that should be represented in modern clothing brands as well as their portfolios of products. Streetwear will never cease to explore new ground and break with old practices, because consumers are becoming more aware about the issues of sustainability and equality. Thus, an openness to the complexities of culture and an open approach to related issues is essential to the heart of the streetwear consumer, across the globe.
© All Rights Reserved.