Case Study | Blurring the lines of Luxury fasion x Streetwear
The collaboration between top luxury designers and streetwear brands is a rising trend, attracting younger audiences and expanding the reach of luxury brands. With the streetwear market projected to reach $231.7 billion later this year, luxury brands are eager to tap into this popularity. Influential streetwear brands like Adidas, Supreme, and Nike, known for their cultural relevance, are driving the success of these joint collections.
Luxury brands, inspired by streetwear styling over the last two decades, have been incorporating streetwear elements into their collections. Jil Sander's 1998 collaboration marked the beginning of luxury brands drawing inspiration from streetwear shapes and culture. While luxury brands embrace streetwear trends, original streetwear style, characterised by its continuous trends and cultural impact, remains influential.
Before appearing on high-fashion runways, streetwear was associated with the younger generation and athletes, contributing to its cultural significance. Notably, luxury brands like Louis Vuitton, Gucci, and Dior, led by creative directors Virgil Abloh, Alessandro Michele, and Maria Grazia Chiuri, have been pioneers in streetwear and luxury collaborations.
Sustainability is a crucial factor for both luxury and streetwear brands, aligning with the concerns of Millennial and Generation Z consumers who prioritise sustainable practices. Brands such as Gucci are making efforts to meet these expectations by announcing plans to go carbon neutral and implementing sustainable practices in production and distribution through initiatives like 'Gucci Equilibrium.'
With studies indicating that 73% of Millennials prioritise sustainability, luxury brands, despite their higher price points, can appeal to younger audiences by teaming up with sustainability-focused streetwear brands. This collaboration leverages the attractive style of streetwear and the reasonable pricing of these collections, contributing to the growth of global luxury sales.
U.K. streetwear brands are capturing the energy of the next generation like never before. Viral marketing stunts, cleverly-executed campaigns and idiosyncratic ethoses have helped nurture communities who are deeply aligned to each brand’s identity. Labels like Corteiz see its logo bear the chests of thousands across London and around the world. It’s clear U.K. streetwear is taking over the world.
