It is not a bizarre moment when you see street wear on the runway these days. We are probably in the greatest era of fashion, not only locally but globally as well. Gone are the days when the magazines, the internet and the fashion weeks were filled with luxury brands that most people can’t even afford. Not to say big fashion houses are not relevant anymore. However we are seeing street brands rapidly growing, becoming affordable and importantly becoming luxury.
Virgil Abloh is one street influencer most people can think of when talking about street culture. He has been able to interpret what he was influenced by and putting it in one form which is Off-White, his luxury street label.
But what does street culture mean to young people who grew up in the era of highly accessible skate culture and pop culture. Why is it important for them to wear these brands, even stand in long lines to get their hands on capsule collections?
Our experiences are told via clothing
Every designer before creating a fashion line is inspired by something. It may be what they saw on the net, a certain influential figure or may be inspired by a certain object. In the street movement, this is a great opportunity for designers to open new dialogue and interpret how they see street culture. Wanda Lephoto, a South African influencer turned designer has been able to create collections inspired by his township experiences.
According to The Citizen “In the past five years or so, a fashion avalanche led by a global movement of hipsters, has found its way onto South African streets where youngsters began making statements by putting together clothing ensembles in various ways.”
Many creatives are finding new ways to define their own spaces. Queer individuals are creating their own paths and displaying it in the streets. What remains important is that, designers are changing the status quo. What was important then has been intertwined by many to cater for their needs.
Collaborations between street and luxury brands
We are seeing rise of luxury brands that are collaborating with street designers. A great example of this is the collaboration between Supreme and Louis Vuitton. This collaboration had love-hate relationship with many street fashion lovers. But it speaks to the power of influence and that customers are sort of gearing the fashion movement, they are now clued up with what they want to buy, what they want to see and how they want to wear those clothes. According to GQ Style SA Virgil Abloh described the collaboration as “the modern moment in fashion that existed in our current time”.
The Internet is ruling the fashion scenes
Industry leaders such as Anna Wintour, Grace Coddington to name just a few were spearheading the fashion industry. If a certain trend or brand is on Vogue, then it meant it was cool and luxurious enough to be consumed. But in the past few years, the digital space became the “New Vogue“. Youngsters are interested in the DIY style, and they are the ones who decide which brands they want to wear, it is no longer the decision of industry leaders to determine what is trending at the moment. If young people want to wear oversized jackets and ironic slogan tees inspired by Vetements they will wear them. If they want to wear jeans with flowers, bags with butterflies, inspired by Gucci they will wear them.
It may be possible that street culture has been the “norm” all these years. But the industry generation next that is highlighting its existence and it seems street style, fashion and DIY movement is here to stay. Street wear is what is worn on the street and it’s how real people wear clothes. Whatever is happening on these streets, it is definitely setting a new tone for where fashion is heading.