Yangki get luxury brand and street brand

Yangki Song
26th May 2018

Title : Street wear and Luxury Brand

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Research Question : How does street wear’s mood permeate into luxury brand?
Why break the boundary of street wear and High brand?
Why does high brand employ designers who based on street mood?
What do get luxury brand and street brand from Collaboration between luxury brand and street wear brand?

For my contextualizing your practice, I will show that trend of fashion is moving to street mood. Trend of fashion is always changing. As trend of fashion is changing, various mood was appeared and disappeared. Although, range of fashion trend is broad, previous mood of luxury brand and mood of street brand were separate field. However, varied luxury brands embrace street mood. Brands which they accepted street mood demonstrate sportive and tech-wear. As a result of this phenomenon, old classic brands accepted a street mood and they lead to new atmosphere on fashion industry. This essay will demonstrate the relationship of street wear and luxury wear. It will demonstrate how will role of street wear in fashion industry.

Primary source :
For this research, I will use various kind of research method. First, I want to demonstrate why consumer select street wear and high-end street mood brand’s clothes. For this question, I interview some consumer who select the street wear. I will divide three group of consumer. First group is who buy only street brand such as Supreme, Palace, and Noah. Second group is consumer who buy luxury street brand such as Balenciaga, Off-White, Fear of god, Gosha Rubchinskiy, Hood by air, Supreme x Louis Vuitton and etc. Third group is who does not care a fig for brand of street wear. First of all, I will ask them about trend of fashion. Also, I will ask about How does fashion trend affected theirs consume way and Why they select this brand and the item. Through this process, I will analyze why luxury brand’s mood is going to similar with street mood and some up-and-coming brands are appeared with street mood. Before, appearance of new brands, in fashion week, brands’ mood must have to keep luxury and gorgeous mood. Therefore, people could not find street mood clothes in major stream. However, they try to demonstrate street mood can success in major street. Some young designers who affected by hip-hop mood demonstrate own new mood to people.
Off-White Menswear 2018 F/W
Off-White Menswear 2018 F/W
Online Source
Indigital.tv (2018). Off-White Menswear 2018 F/W. image Available at: https://www.vogue.com/fashion-shows/fall-2018-menswear/off-white/slideshow/collection#12 Accessed 28 May 2018.

Indigital.tv (2018). Off-White Menswear 2018 F/W. image Available at: https://www.vogue.com/fashion-shows/fall-2018-menswear/off-white/slideshow/collection#21 Accessed 28 May 2018.

Secondary research

Collapse of boundary between street wear and luxury brand?Today, the boundaries between luxury brand and street wear are going blurred. It may be a natural consequence. A consumer range of street brand and a consumer range of luxury brand were different. The consumer’s age of street brand is usually young generation who affected by youth culture. However, luxury brand’s feature such as elegance, gorgeous atmosphere has apart from street mood. However, in today, some celebrity wears a luxury brand’s clothes, accessories, shoes and etc as an extravagance in the mass media. In particular, most hip-hop musicians are wearing luxury brands’ goods in their music video and social network service. Also, they mention in lyrics of songs under the influence of hip-hop musician, consumer want to look like them. According to development of youth culture recently, it affects to fashion industry. As a result from this phenomenon, younger consumer was influenced celebrity culture who spent money on street wear moves to buy luxury brand.??Research method texts?Gibson, P. (2013). Fashion and celebrity culture. 1st ed. Berg Publishers.?Bocock, R. and Thompson, K. (1992). Understanding Modern Societies. Place of publication not identified: Polity P.??Online Source?Pump, L. (2017). Lil Pump – “Gucci Gang” (Official Music Video). video Available at: https://www.youtube.com/watch?v=4LfJnj66HVQ Accessed 9 May 2017.?
Designer who based on street brand on luxury brand ?Luxury brands employed designers who based on street mood as creative director. Louis Vuitton employed Virgil Abloh who is founder of Off-White as a menswear creative director. Demna Gvasalia who is founder of Vetement became a creative director of Balenciaga. Likewise, old fashion brand tries to have contemporary fashion mood. For example, Balenciaga has an appreciable change on collection. Although, it might be a just flow a change of fashion, but after the designer is change
Balenciaga 2018 F/W Read-to-wear
Balenciaga 2012 F/W Read-to-wear from Nicolas Ghesquiere to Demna Gvasalia, there are great change on overall fashion mood of Balenciaga. Nicolas Ghesquiere’s Balenciaga is correct silhouette and tailored silhouette on body and the atmosphere is gorgeous and elegance, therefore, target customer is from late 20s to 40s. However, Demna Gvasalia’s Balenciaga is look like younger. The silhouette is oversized jacket, oversized hoody, also layered many garments. It is more active and sportive mood on recent Balenciaga’s look. According to changed fashion mood of the brand, the target customer is move to younger and wide range of customer, the target customer which is from late 20s to 40s move to early 20s to 40s. Mower, editor of Vogue US said “It was the posture and the attitude, and Cristóbal’s way of working with the body I found interesting,” said Gvasalia, while admitting to nerves in the buildup to his debut. “Cristóbal was about the tailoring. I wanted a new way of finding that elegance for today, in a 360-degree way.” (MOWER, 2016)??Research method texts?Gans, H. (2011). Popular culture and high culture. New York: Basic Books.??Online Source?Feudiguaineri.com (2012). Balenciaga 2012 F/W Read-to-wear. image Available at: https://www.vogue.com/fashion-shows/fall-2012-ready-to-wear/balenciaga/slideshow/collection#27 Accessed 28 May 2018.??Indigital.tv (2018). Balenciaga 2018 F/W Ready-to-wear. image Available at: https://www.vogue.com/fashion-shows/fall-2018-ready-to-wear/balenciaga/slideshow/collection#67 Accessed 28 May 2018.??MOWER, S. (2016). Vogue US. online Available at: https://www.vogue.com/fashion-shows/fall-2016-ready-to-wear/balenciaga Accessed 28 May 2018.??
What do luxury brand and street wear brand get from Collaboration between luxury brand and street wear brand??Collaboration with street-wear brand and luxury brand makes to accelerate to grow street-mood in fashion industry. First of all, Collaboration of Louis Vuitton and Supreme has spread effect to fashion industry. It was record braking success. Hua, the edit of Forbes said, “The partnership may be Louis Vuitton’s movement to target a younger market and Supreme’s effort to elevate itself as a luxury brand.” (Hua, 2017) Hundreds people queued up overnight in all of world such as Sydney, Seoul, Tokyo, Beijing, Paris,
Louis Vuitton x Supreme. London, Miami, Los Angeles, just for a chance to buy a piece of collaboration of Louis Vuitton and Supreme. Furthermore, it affects to form price of resale. Sebra M, editor of GQ Magazine said “Still, that hasn’t stopped hoodies, tees, hats, and wallets from hitting the secondary resale market in record time today—and at prices that make the original numbers seem downright reasonable.”(SEBRA, 2017). ??Research method texts?Gans, H. (2011). Popular culture and high culture. New York: Basic Books.??Online Source?Getty Images (2017). Louis Vuitton x Supreme. image Available at: https://pixel.nymag.com/imgs/fashion/daily/2017/01/19/19-louis-vuitton-supreme.w710.h473.2x.jpg Accessed 9 May 2018.??SEBRA, M. (2017). Supreme x Louis Vuitton Resale Prices Are Already Out of Control. GQ Style. online Available at: https://www.gq.com/story/supreme-x-louis-vuitton-resale-prices-are-already-out-of-control Accessed 9 May 2018.??Hua, K. (2017). Louis Vuitton Collaborates With Supreme and Live Streams Its Fashion Week Show In 360 Video. Forbes. online Available at: https://www.forbes.com/sites/karenhua/2017/01/19/louis-vuitton-collaboration-with-supreme-and-live-streams-its-paris-fashion-week-show-in-360-video/#5551d5f454ec Accessed 9 May 2018.??Leach, A. (2017). 10 Most Expensive Supreme x Louis Vuitton Pieces on the Resale Market Right Now. online Highsnobiety. Available at: https://www.highsnobiety.com/2017/08/16/supreme-x-louis-vuitton-resale-prices/ Accessed 9 May 2018.???Reading List?Baudrillard, J. and Poster, M. (2004). Selected writings. Cambridge u.a.: Polity.?Bell, D. and Hollows, J. (2005). Ordinary lifestyles. Maidenhead, England: Open University Press.?Gelder, K. (2005). The subcultures reader. London: Routledge.?Williams, R. (1985). Keywords: a vocabulary of culture ; society. Oxford.?Blaszczyk, P. (2014). Producing Fashion Commerce, Culture, and Consumers. University of Pennsylvania Press.


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