Streetwear is a word that is frequently used without much thought about what it actually is, what its underlying value is or where it came from. The various fashion categories can be described with the same general an agreement that the majority of us agree with. It’s not difficult to distinguish the high-end from the street fashion, custom-made from fast-fashion, formal-wear from casual-wear. However, fashion styles which aren’t created for the consumers, but rather curated and created by the consumer are sometimes difficult to define.
Understanding the definition of streetwear and where it originates from and what it represents to insiders of the community is crucial for creating and promoting high-end collections that aren’t just current, but also breaking rules. Because it is a community-based fashion streetwear influencers, editors stylists, and editors are an authoritative voice and are therefore highly valuable brand partners. Streetwear is a thriving style that is open to brands that are creative and sharing important statements to the globe via their fashions.
Unintentional Fashion The Pioneers
The Hypebeast definition of streetwear is “fashionable casual clothing” however, it explains that this definition is incompatible with the “multi-billion dollars” market that streetwear has grown into. Streetwear as we understand it is a product of the 1990s in the hip-hop scene that dominated 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 certainly the skaters of the youth from New York. Additionally, he traveled to Japan and admiring their stunning fashion. Then, I went to London. It was a mixture of all that.” Designers such as Jebbia as well as Shawn Stussy pioneered streetwear in the US with their labels Supreme and Stussy and other designers like Nigo as well as Hiroshi Fujiwara, aka “the Godfather of Harajuku” who led the fashion throughout the Pacific.
It is essential to look at streetwear as a style rather than a trend since it is a social phenomenon. 90’s graphic tees and loose-fitting pants, Trapstar jacket and statements sneakers were made as a way to express their consumers who were the rapper, the skater as well as the rebel. In the 80s and 90s there were many brands that did not outfit certain celebrities or athletes and the people of the time 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 during that time, there was a distinct ideas of what a designer was, and also had our own notion of what it meant to be a musician”. In the present streetwear is led by a tight-knit group of skaters, musicians artists, and social media influencers who design clothing and create their own styles to express themselves through self-expression as well as sharing their cultural knowledge.
What is the fuss about streetwear?
Streetwear has been gaining prominence in fashion circles over the last several decades. Contrary to other fashion categories the rise of streetwear was not driven by brands, but rather brands were sought after by those who wanted to feel “in” with the exclusivity of streetwear apparel. Exclusiveness in the form limited editions, capsule collections and creative collaborations are the most distinctive characteristics of streetwear. A lot of luxury brands use limited editions as a marketing tacticto create the perception of exclusivity to the buyer.
Traditionally luxury brands emphasized the impression of exclusivity through their expensive prices through an authoritative top-bottom message. Streetwear has shown the industry that limited editions are a good way to promote the feeling of exclusivity not through price and exclusivity, but rather through the social ties. Brands such as Off-White, Nike, Balenciaga and Palace have been serving as a model for brands that have traditionally designed “fashionable casual clothing” and well-established luxury fashion brands are now releasing collections inspired by streetwear more frequently.
What is a streetwear-related collaboration?
It was said that the Louis Vitton x Supreme collaboration in 2017 was unbeatable, 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 was a sneaker-head again this year. In the case of Dior Jordan x Dior. Jordan, British Vogue wrote that the Air Dior’s sneakers were “the most sought-after trainers ever”. Naturally, as the market for streetwear clothes expands the concept of streetwear is evolving. For instance, as more women began to wear streetwear, male styles were being worn with a an edgy feminine and feminine twist. 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 appearance.
Information 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 will be graduated from Central Saint Martins next summer.
Being in the music industry has been a blast as it has a huge influence on streetwear. This is especially true within London because it’s such a energetic and enjoyable city. I believe that streetwear generally has a strong foundation in skate culture. It’s an integral part of what we call streetwear in the present. In London there are a few companies like Palace and Places+Faces that began with young men printing T-shirts. The essence of streetwear for me is a printed t-shirt which has been washed over and over. The band t-shirts and rock culture make up a large portion of streetwear, however bright prints and colors that seem somewhat bizarre or funny , show there’s an element of humor in it too.
The streetwear of London is also a reflection of hip-hop from the beginning that was popular in New York, and how rappers dressed in the ’80s and the ’90s. Many of the artists who loved skating such as Pharrell were referred to by brands as friends , so brands were able to give away clothes. Everyone wants to appear like our idols from the movies or those we admire 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 for me, streetwear has more of a sexy look. It’s interesting to take something that is too big and turn them into feminine by playing around with the proportions, cropping clothing, and creating feminine designs. “Matchy-matchy” clothing like crop tops or tracksuits that have gold body jewelry are the most popular type of streetwear for women and we noticed it often in the latter half of the 1990s with hip-hop celebrities’ brands.
Luxury brands are now taking on streetwear and making clothes they did not make. It is evident that the top luxury brands, such as Louis Vitton, Dior, and Gucci use lots of monograms. they are selling well since streetwear is extremely well-known and people are eager to be part of the culture. streetwear is part of the culture of youth and it’s how youngsters dress. These youngsters never wanted to dress as anything other than their version of what’s fashionable. This is the first occasion in a long time that brands are employing more of the people who are part of the culture and providing references to the origins of their collections. It is important to think about the children who created 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 posts regularly on her Instagram has attracted the attention of numerous high-profile publications.
Streetwear is a difficult concept to define at the moment in 2020. However, I’d suggest that 10 years ago, it was simpler to define. Streetwear can be mixedand is worn by women as well as males too and is something that is used in a variety of ways. I was once of the opinion that the term “streetwear” could be negative in some way because it might be an simple way for people to claim something is fashionable. Streetwear is the brand that are behind clothes. It’s not an enormous logo that has no significance behind it. In many instances, I’ve inquired from brands about where their clothes are made and the method of production as it’s crucial to consider the environmental impact of their products.
On the French market, particularly for young people There is a greater consciousness of sustainability and people are keen to make a difference. I am sure that the latest fashions in streetwear will concentrate on sustainability. In the case of Parisian streetwear, there’s not any one style that is exact. Social media offers us the sense that there are no limits which allows us to explore more than one fashion.
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 their style to dress each day gives us an entirely different view of streetwear and style. This stops brands from being rigid and allows them to can better serve us, which is fantastic.
MILAN:
Amanda Margiaria is an editor at i-D Italy, one of Italy’s most renowned publications that focus specifically on fashion, streetwear and the culture. Her writing covers everything, from fashion week and industry news, as well as politics, culture and music.
There isn’t a single definition of Milanese streetwear since this fashion includes a variety of subcultures and social layers. The Milanese skaters sport streetwear as do the Milanese youths who are a part of the hype culture wear streetwear, and the Milanese influencers are streetwear-wearing but their clothing has nothing to do with each with each other. Fil rouge however is evident in the attitudes of these individuals. They put on what they wear because they’re making a strong assertion. Their clothes communicate:
“We do not want to be akin to the Italian fashion, which you’d think of as tailor-made suits, bizarre hats, and Pitti Peacocks. We are different We are rebels, 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 dress in streetwear, you are not able to be a part of the society’s expectations. Streetwear is a result of the rejection of 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 clothing and accessories as is there anything better than an Off White sweater? A customized sweater made from recycled Off-White fabrics. Streetwear is only viable when the expectations of customers are satisfied. So it’s still exclusive , but also very democratic, because it is, as we said in a recent piece, 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 that is driven by the demands of the consumers, it’s evident that the style can not be reduced to “urban fashion” or something that’s not appropriate to the established fashion Maisons. Streetwear is the real voice of the fashion-conscious and is an indispensable voice that should be included in the current fashionable brands, as well as in their portfolios of products. Streetwear will never cease to explore new ground and break with old practices, since consumers are becoming increasingly aware of issues relating to sustainability and equality. So, being open to the complexities of culture and an open approach to related issues is what will win the heart of the streetwear consumer, across the globe.
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