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table of contents 1. Sho w ro o m s as R u n w ay s 2. Fro m Do w n Un d e r 3. Luxu r y: G o o d bye O l d , H e l l o Ne w 4. Li ng e ri e R e d e f i n e d
cover page source: rookiemag
SHOWROOMS AS RUNWAYS When NYFW Men’s began, it brought forward the idea of emerging designers to insert themselves into a sea of multimillion dollar brands. They were not able to have expensive fashion shows, however they used small spaces properly. Pop-up shops in large cities are being done to showcase small brands outside of NYFW as well. It has become an increasingly effective way to immerse consumers into a brand. Luxury brands have also taken to this trend, renting out apartments or lofts and remodeling them to host their stores AND fashion week events.
SOURCES: (Clockwise from bottom left) Everlane Shoe Park The Row Julian Woodhouse SS17 Mansur Gavriel Fall 2016
FROM DOWN UNDER Looking through web-based fashion media and you will constantly run into Australian brands Daisy and Emma Mulholland. Trying to advertise around the world, these Aussies have strong web presence that reaches every user with an internet connection. Australia recently premiered their fashion week. It is no surprise that this prosperous country shows off common motifs of raw energy, retro-futurism, and youth. They are starting to enter US brick and mortars like Opening Ceremony and their presence can be seen on instagram.
SOURCES: (bottom right) daisydaisy.tv (center left) instagram: @_marsofficial (top left and bottom left) Emma Mulholland (top right) Blundstone
LUXURY: Goodbye Old, Hello New The look of luxury accessories are changing as new ideas of what “luxury� affect the fashion market. Nobody likes to appear flashy in a time when the 1% are seen as a common enemy. Saks Fifth Ave recently dropped Michael Kors, a brand that embodies flashy money, and for such a large retailer to make a move means that stealth wealth is on the rise. Louis Vuitton strays from their 90s bags covered in LVs. Gucci, a brand once dedicated to selling their double-G bags, is lead by a creative director that prides in bespoke one-of- a-kind pieces. High quality accessories brands like logo-free Mansur Gavriel and Loeffler Randall make their way up to high end luxury as new forces, bringing forward the new idea of economic androgyny. SOURCES: (top two) Maryam Nassir Zadeh (middle) Loeffler Randall (bottom two, left to right) Mansur Gavriel Martiniano
LINGERIE REDEFINED Imperfection. The fashion used to detest them. Now they are embraced wholeheartedly. Lingerie was ruled by Victoria’s Secret. The typical lingerie advertisement featured a supermodel with a heavily Photoshopped skin and impossibly “perfect” bodies. Small undergarment brands are redefining what it means to be sensual. Mixing athleisure with luxe materials, the brands Baserange, Undone, and Nude Label are gaining popularity within fashion communities for their comfort and style. SOURCES: (top two) Baserange SS16 and FW16 (bottom, left to right) Undone The Nude Label
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