Streetwear

https://sourcingjournal.com/denim/denim-trends/whats-next-streetwear-111954/

Luxury goes street 


The Supreme and Louis Vuitton relationship could be a case study that demonstrates how luxury has warmed-up to streetwear. In 2000, the French fashion house sued Supreme for unauthorized use of its trademark. Today, the former dueling brands are the forces behind the collaboration that future “high-low” partnerships will likely be compared to in terms of sales, buzz and the ability to cross genres.

“The impact of streetwear on luxury cannot be understated,” Trendalytics said.

Luxury brands are preparing for this shift by attracting young designers with streetwear roots. From Virgil Abloh’s appointment at Louis Vuitton or Riccardo Tisci’s at Burberry, Trendalytics said luxury labels are strategically tapping designers with a younger audience in order to “earn streetwear cred.”

For traditional luxury fashion brands, in particular, there are a strong sense that their younger generation of consumers - who are set to account t for 45% of the global luxury market by 2025 - will decide who remains relevant tomorrow.

From Gucci to Louis Vuitton, heritage luxury brands are acknowledging that they must engage with their affluent consumers in new ways.







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