Is ‘weird’ the future of fashion? Kylie Jenner’s ‘Birkinstocks’ and that Barilla pasta box bag went viral – and luxury brands are ditching tradition for kitsch to appeal to Gen Z

Aug 11, 2021

Unconventional fashion has become trendy, as brands like Gucci and Louis Vuitton show. Photos: Gucci, Louis Vuitton, SCMP

Louis Vuitton created a handbag shaped like an aeroplane and a puffer jacket that looks like buildings, but is it all a meme-worthy stunt for IG-swiping millennials?

Balenciaga launched the US$2,000 SneakerHead bag that looks like a mishmash of shoes while Lady Gaga was spotted in a truly odd Valentino haute couture look

In the world of luxury fashion, having a signature style is not only important when it comes to keeping customers hooked – it also becomes part of a brand’s identity.

Most of the time, luxury fashion houses might call to mind elegant, sophisticated garments. But lately, many notable brands have been breaking away from what might be considered more traditional, by adding kitschy – and sometimes even just plain weird – elements into the mix.

Perhaps some of them are taking inspiration from daring independent designers like New York-based Nikolas Bentel, who recently created a limited-edition leather bag that looks like a Barilla pasta box. It instantly went viral on Twitter. Or what about Kylie Jenner’s “Birkinstocks”, the pair of sandals made from Hermès Birkin bags that she flaunted on Instagram?

Louis Vuitton puffer jackets designed to look like buildings. Photo: Louis Vuitton

In the past, fashion brands relied on word of mouth, magazine editorials and advertisements. But during the internet era, younger audiences such as millennials and Gen Zers are more often exposed to luxury fashion through social media.

This new, expanding consumer market prioritises the trendy over the timeless, meaning that a brand’s uniqueness is often more marketable than its craftsmanship or heritage.

Off-White founder Virgil Abloh. Photo: @virgilabloh/Instagram

Designers such as Virgil Abloh and Jeremy Scott are just some of the creative minds shaking up luxury fashion with their innovative, out of the box designs that catch the eye and bring a new edge to a formerly more conventional industry.

A model walks the runway with a plane-shaped handbag during the Louis Vuitton menswear autumn/winter 2021-2022 show as part of Paris Fashion Week, on January 20. Photo: WireImage for ABA

For certain brands, a complete departure from the classic might be understandably daunting. That’s why some designers might lean on their signature products or techniques but approach them from a new angle, such as Louis Vuitton releasing a handbag featuring its iconic monogram print – but in the shape of an aeroplane.

Balenciaga is no stranger to creating innovative and whimsical fashion. Photo: Lane Crawford