How streetwear took over luxury?

With its freshness, authenticity, practicality and profound culture, urban fashion evolved, broke through and took over luxury fashion. This is why brands like LIVSTREETWEAR are growing day by day, and luxury brands such as Gucci, Balenciaga and Saint Laurent are redefining luxury to generously accommodate urban fashion. While based on the same set of values and motivations, urban fashion and luxury really converged when urban clothing designers started moving to luxury brands. Key hires have come to define the appeal of a luxury brand.

When the market was dominated by expensive luxury brands, urban fashion became the opposite trend, already following the rules. The promotion has led the fashion industry and luxury brands such as Nike, Gucci and others to quickly launch into urban fashion. Streetwear has been given its own platform to grow and prosper, allowing them to partner with luxury brands. With its freshness, authenticity, practicality and diverse culture, urban fashion has evolved, made its way into luxury fashion and redefined it.

Kept offers brands like Off-White a clear advantage over their peers, as they are recognized as pioneers of urban fashion. In the direct-to-people model followed by most urban clothing brands, it is the buyers themselves who drive the trends. Brands such as Supreme and Stussy pioneered designers such as Vigil Abloh and Raf Simmons, who created their own version of urban fashion. The precariousness of fashion led luxury fashion brands such as Dior, Givenchy, Balenciaga and many more to adopt urban fashion and urban fashion codes.

This morning it was announced that Brendon Babenzien, co-founder of the New York men's clothing brand inspired by urban fashion Noah and former design director of Supreme, has been appointed creative director of J. The most emblematic urban clothing brands have largely opted for the “drop” model, in which limited-edition deliveries in strategic locations, supply is slightly lower than demand, guarantee sold out stocks and arouse enthusiasm for future falls. While traditional luxury fashion tries to wear tight corsets or uncomfortable heels, urban fashion offers you t-shirts and sneakers. Incorporating urban clothing has become an important practice for big brands, such as traditional luxury homes and retail brands in shopping centers.

Urban fashion is a new phenomenon that has swept the fashion world by storm and has had an enormous impact on its culture. In the 1970s and early 80s, getting started in the urban fashion fans' club could have been easy, with a simple wink from a bystander who saw your drip and you seeing theirs. Urban fashion originated as an antidote to broader fashion trends that originated in countercultures such as skateboarding, surfing and hip hop. Urban fashion has greatly influenced haute couture brands and has changed their names, encouraging them to interact with new audiences and to acquire brand identities that are very different from what they used to be.

In the blink of an eye, urban fashion has had a major impact on creativity, distribution and marketing in the fashion world. With the start of the new decade, urban fashion has become one of the most powerful and fastest-growing areas of the fashion industry.