Streetwear gets a luxe makeover as heritage brands aim to influence millennials
High-fashion brands such as Louis Vuitton and Burberry are working on crossover projects with streetwear designers and dressing celebrities to appeal to the next generation of luxury lovers
Hours before Vetements’ one-day-only Hong Kong pop-up opened last month, hundreds of streetwear fans queued up outside the venue, hoping to score exclusive products, from logo rain macs to magnets and mugs.
The brand, which achieved stardom in a brief three years, has kept such events extremely low-key worldwide. The venue for the Hong Kong pop-up, for example, wasn’t revealed until only one day before the event. Such an approach, however, has won Vetements a cult following, especially among the millennial generation.
“This trend is [becoming] a cultural phenomenon,” says Kelly Wong, Lane Crawford’s director of fashion. “With the growing importance of social media, celebrity seeding and more, streetwear has spread like wild fire. Everyone wants a piece of it. It has created a ‘limited only – buy now or it’s gone’ sense of urgency for consumers.”
High fashion brands have long been referencing streetwear and urban clothing, from Vivienne Westwood’s punk-infused looks to John Galliano’s mix of urban elements and couture-esque aesthetics. Social media and contemporary lifestyle have further boosted streetwear’s relevance among today’s youth.
Streetwear brands the likes of Vetements, Off-White and Supreme have built a strong fan base in recent years. Their huge influence on young consumers has attracted the attention of luxury brands, which have been jumping on the bandwagon to initiate collaborations. Some have even tapped streetwear talent to lead their creative team.
Luxury fashion houses have also been borrowing inspiration from streetwear and urban fashion to come up with collections which emphasise athleisure elements.
