FMP Digital Research File

DIGITAL RESEARCH FILE AD6606 LIBBY CHAMBERLIN

LIBBY CHAMBERLIN AD6605 1903788

What I intend to create for my FMP Campaign?

-Digital Zine -Social Media Campaign -Lookbook

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This research file includes secondary resources, pictures and quotes that have helped shape my brand and the my knowledge of certain topics surrounding my campaign. I have referneced all websites which have helped with my research.

History Of Streetwear What is Streetwear?

Hypebeast defines streetwear as “fashionable, casual clothes”, but explains that this definition undermines the “multi-billion dollar” industry that streetwear has become. Streetwear as we know it today originated in the ’90s, in the hip-hop scenes of New York, the surf-skate and graffiti culture of Los Angeles, and within the nightlife of Japan.

James Jebbia has said that his influence as a designer “was definitely the young skaters in New York.

Also traveling to Japan and seeing their great style.

Traveling to London. It was a combination of that.”

Designers like Jebbia and Shawn Stussy pioneered streetwear in the US with their brands Supreme and Stüssy, and designers such as Nigo and Hiroshi Fujiwara aka “the godfather of Harajuku”, led the movement across the Pacific.

https://vocast.com/streetwear-fashion-x-culture-with-insight-from-london-paris-and-milan#:~:text=Streetwear%20as%20we%20know%20it,young%20skaters%20in%20New%20York

It is important to view streetwear as a movement, not as a trend because it is a cultural phenomenon. 90’s graphic tees, loose-fitting jeans, and statement sneakers were created purposefully as an expression by their consumer: the rapper, the skater, and the rebel. In the ’80s and ’90s, many traditional brands would not dress some musicians or sports stars, so the community had no choice but to make their own clothing and define what fashion meant to them. Virgil Abloh expressed this community shift in an interview last year: “I grew up in the 80s and 90s and in that generation we had our own idea of what a fashion designer is, and we had our own idea of what a musician was”. Still today, streetwear is lead by a close-knit group of musicians, skaters, artists and now social media influencers, who create clothing and curate looks for themselves as an act of self-expression, culture, and community knowledge.

Streetwear as we know it today originated in the ’90s, in the hiphop scenes of New York, the surf-skate and graffiti culture of Los Angeles, and within the nightlife of Japan. James Jebbia has said that his influence as a designer “was definitely the young skaters in New York.

Still today, streetwear is lead by a close-knit group of musicians, skaters, artists and now social media influencers, who create clothing and curate looks for themselves as an act of self-expression, culture, and community knowledge.

Where did it start?

Originally, streetwear was a way to describe comfortable clothing, predominantly worn by people following skateboarding and surf culture in Los Angeles. Shawn Stussy, who made surfboards, also started making T-shirts (with the now iconic logo) and selling them. He is often credited with being the originator of the entire streetwear movement. Without him, the likes of Vetements and Off-White wouldn’t exist today as contemporary luxury streetwear brands.

“Streetwear is a byproduct of wider subcultural movements like hip-hop and skateboarding, so what we now call streetwear has been evolving since the 1970s.” Matt Nation

https://www.whowhatwear.co.uk/streetwear/slide2

The cult of supreme

After California, the look became popular with youth culture scenes, especially within skateboarding and hip-hop circles in New York. But it was brands such as NYC-based Supreme, which started in 1994 as a skateboard and clothing shop, that propelled the trend further. Started by James Jebbia, the label quickly garnered a cult following that has only grown over the years.

Alec Leach, digital fashion editor for High Snobiety, revealed exactly why Supreme has such longevity. “The way they distribute their clothing is key. Supreme’s drop, it’s actually a lot like belonging to a football club. It’s a way for young people to get together.” While Supreme releases lookbooks every season, much like every other fashion brand, it’s the dedicated Thursday “drops” of products that ensure there’s constant talk about the brand. Insane queues are how you’re more likely to spot a Supreme store before you even notice the iconic red-and-white logo.

Not only that, but Supreme has also made collaborating with other brands a real art form. From working with smaller indie labels to creating lines with the likes of Nike, A Bathing Ape, Fila, The North Face, A.P.C., the limited-edition ranges always sell out and manage to reach a wider audience. However, it was the collaboration with Louis Vuitton this year that ultimately cemented Supreme’s super status.

Why is everyone talking about streetwear?

Streetwear has risen in mainstream fashion over the past few decades. Unlike most other fashion genres, this growth was not pushed by brands, rather brands were sought out by consumers wanting to be “in” on the exclusivity of streetwear clothing.

Exclusivity in the form of capsule collections, limited editions, and artistic collaborations are defining signatures of streetwear.

Many luxury brands now use limited editions as a sales tactic, aiming to promote the feeling of exclusivity for the consumer.

Traditionally, luxury brands promoted the feeling of exclusivity with their high price ranges through authoritarian top-bottom communication. Streetwear has taught the industry that limited editions do promote a sense of exclusivity, not through prices, but community spirit. Brands like Off-White, Nike, Balenciaga, and Palace, have been acting as an inspiration for traditional brands to design “fashionable, casual clothes” and established

Characteristics of Streetwear Style Although streetwear consists of a wide variety of fashion styles, streetwear looks often focus on four basic elements:

Comfort: Streetwear clothing consists of casual clothing and athleisure staples like sweatshirts and joggers. If you can’t skate in it, it’s probably not streetwear.

Scarcity: Hypebeast culture is all about limited-edition items. This perceived scarcity can make sought-after items seem more fashionable. It’s the same principle that underlies to haute couture, but streetwear is more accessible.

Menswear styles: Although streetwear is popular among people of all genders, it is closely tied to menswear and traditionally masculine items such as bomber jackets and workwear.

Contemporary art: Some of the most successful graphic tees and streetwear logos borrow from the work of contemporary artists or poke fun at classic pieces. Sometimes these are sanctioned collaborations, and sometimes they’re not.

In one article I came accross in my research (https://www.temple-wear.com/pages/history-of-streetwear) it listed the characteristics of streetwear style, shown above. One of the characteristics which stood out to me was ‘menswear style’, it states that traditionally tied to masculine items such as bomber jackets and workwear.

Women in streetwear at present

To begin my reserach I started looking at some of the best pioneering women’s streetwear brands.

It’s no secret that the streetwear industry is male-dominated. So often when looking at its timeline, women’s names are omitted. While streetwear has certainly made strides forward and is maybe more gender-fluid than ever before in 2021, it didn’t happen overnight. Plenty of women have played a pivotal role in forming the category and moving it ahead over the years (Newman, 2022).

It’s still a struggle for women’s streetwear brands, who are forced to compete in a crowded market and with fast fashion companies, but many of these brands pushed female-first messaging before it became a trend.

This article by Complex takes a look at some of the often overlooked women and women’s streetwear brands that have had a big impact on the market.

https://www.complex.com/style/women-in-streetwear-pioneering-brands-timeline/

X-Girl

Founders: Kim Gordon & Daisy von Furth When Kim Gordon, former Sonic Youth frontwoman and bassist, created the downtown streetwear brand X-Girl in 1994 alongside Daisy von Furth, she wanted it to be the antithesis of everything: anti-establishment, anti-mainstream, and anti-commercial with a heavy emphasis on DIY, and a clear allegiance to punk, skate, and underground hip-hop. X-Girl was the sister brand to the already established X-Large, which was founded by Eli Bonerz, Adam Silverman, and Mike D of The Beastie Boys. Gordon and von Furth set out to make clothes that eschewed “grunge,” which had become a commercial trope in fashion and instead erred on the side of Euro-pop and preppy. The line consisted of mini skirts, mini A-line dresses, and graphic T-shirts. Gordon had a rule against Lycra, the stretchy material that clings the body, and anything incredibly tight, but that doesn’t mean they didn’t consider the female form. Gordon told Vogue that while the brand’s pants were wide-legged, they were a little snug around the waist area, and X-Girl was known for its slightly cropped and boxy baby T-shirts. X-Girl’s aesthetic came to define a particular time in ’90s street and rave culture. In 1994, X-Girl staged its first runway show that caused a lot of ruckus. Staying true to its “anti-everything” philosophy, they decided to storm the Marc Jacobs show that was going on in New York City as a way to get free press. In 1998 it was acquired by B’s International, a Japanese company, and reintroduced itself in the states years later. Under B’s International’s ownership, X-Girl has collaborated with Reebok, Dr. Martens, Dover Street Market London, and MadeMe, but its legacy as a female founded brand is still felt today.

Triple Five

Founder: Camella Ehlke Back in 1989 when Camella Ehlke started 555 Soul, which was named after a New York City party telephone line she saw on a flyer, the term streetwear, let alone women’s streetwear, didn’t exist. But she launched her line thinking of both men and women at the outset. The concept behind the collection, which merged influences from underground hip-hop, skate, California surf, the ’60s, and downtown New York club scene, was new and innovative. Ehlke was a seamstress who opened a store on the Lower East Side that sold pieces she made with the 555 Soul label, along with items from other young artists. Her men’s line was more popular and worn by her friends who happened to be artists, like Posdnuos of De La Soul, Mos Def, and Q-Tip of A Tribe Called Quest. In 1992 Ehlke partnered with stylist friend Stella Laura Barker to open a women’s shop, aptly named Strictly for the Ladies, next to her men’s 555 Soul shop on Ludlow Street. It sold an assortment of brands along with wrap dresses and skirts that Ehlke would sew from stock fabrics. Once she partnered with Troy Morehouse, the duo closed Strictly for the Ladies, rolling over traces of its femine and sporty aesthetic into 555 Soul, which became Triple Five Soul, which was sold at shops like Fred Segal, Urban Outfitters, and Laforet Harajuku in Japan. When the space was dominated by mostly baggy men’s clothes, Ehlke was designing fitted zip hoodies with short sleeves and a faux fur hooded parka that had backpack straps inside of it, allowing ladies to skip coat check at the club or comfortably wear it indoors. Ehlke says her customer was the young creative type who wasn’t being spoken to by mainstream brands. Triple Five Soul’s early ads featured women who represented that, like Rashida Jones, who appeared in an ad with her then-boyfriend Mark Ronson, and was worn by TLC, Lauryn Hill and Aaliyah.

Married to the Mob Founder: Leah McSweeney Leah McSweeney started the infamous, irreverent, women-centric streetwear brand Married to the Mob in 2004. When MTTM was launched, there weren’t a lot of women helming their own streetwear brands, and after an altercation with the NYPD, which led to McSweeney suing the organization and winning a cash settlement, she was able to go full force with the brand—years later, ironically, she turned her mugshot from the incident into an infamous T-shirt. McSweeney has created a following with her signature brash statements and slogans that combat misogyny. She splays sayings like: “Don’t be scared to be a bitch,” “Don’t talk about my mental health or my vagina,” and “Supreme Bitch,” which was embraced by Rihanna, on T-shirts—McSweeney went up against Supreme in 2013 over the use of “Supreme Bitch” in a red box logo and they settled out of court (the T-shirts now read “Bitch”). McSweeney, who created a guide for streetwear and sneaker brands wanting to reach a female audience, embodied female empowerment when other brands were afraid to. Married to the Mob is also known for its myriad collaborations. McSweeney first partnered with KAWS on a limited run of pink bikinis with the KAWS Companion character’s hands.

This led to partnerships with MCM, back when luxury brands typically didn’t acknowledge streetwear, Barbie, Reebok, Colette, and others. McSweeney, who still operates the line and has introduced activewear, is currently a member of Bravo’s The Real Housewives of New York City and is selling MTTM shirts that read, “Bitch, I elevate this shit,” a phrase she used off the cuff on the series.

Made Me

Founder: Erin Magee MadeMe’s brand ethos is very simple: “by girls, for girls.” When Toronto-born founder Erin Magee launched MadeMe in 2007, she was wanting to bridge a gap in the male-dominated streetwear market. While holding a full-time position as head of development, special projects and production at Supreme, Magee’s MadeMe was a side hustle that represented the antithesis of her menswear work world. She’s heavily inspired by the alternative ’90s scene and cites Kathleen Hanna’s feminist punk riot grrrl movement and fellow streetwear cohort X-Girl as influences. MadeMe is an ode to the club kids and the collection features trousers, puffer coats, crop tops, handbags, bucket hats and more coming in bright, standout colors. Magee opts for young, up-and-coming talent that reflect MadeMe’s independent and creative spirit. She’s fostered a new creative class by tapping models including artist Princess Nokia, Lourdes Leon (Madonna’s daughter), and actress Amandla Stenberg. As a brand, MadeMe has created a space for women to move the way they see fit in the streetwear world. Along the way, MadeMe’s collaborated with Schott, Converse, (Magee reimagined the Converse One Star as a platform sneaker), and artist Aya Brown on a collection that benefited the Marsha P. Johnson Institute, which defends the rights of Black trans people. In a full-circle moment, she partnered with fellow streetwear brand X-Girl on a Vans collection.

Melody Ehsani Founder: Melody Ehsani​​​​​​​ Melody Ehsani didn’t originally have her sights set on the fashion industry when she was entering the professional workforce. She started out pursuing law, but eventually followed her creative intuition that manifested into the Melody Ehsani brand as we know it today. While she wasn’t a lawyer, she brought that passion for justice and advocacy to her brand. She incorporates messages of empowerment and community into her pieces. For example, she produces statement jewelry that displays messages like “stay woke,” “fuck the patriarchy,” and “resist.” Much of the brand nods to ’90s nostalgia. Ehsani’s signature is bold costume jewelry that ranges from custom bamboo earrings to tennis racket earrings accentuated with a faux pearl as a tennis ball. Her apparel includes her signature sweatsuits, coming in bold colors like saffron, hibiscus, and Persian blue, along with graphic T-shirts covered with inspiring messages like “Fortune Favors The Bold,” workwear pants and matching jackets, and velour polos. Ehsani’s created a safe space for her consumers with her store on Fairfax Avenue, the storied, boys-clubby streetwear strip that’s also a venue for her speaker series that’s featured women ranging from Kelis to Serena Williams and Lauryn Hill, who Ehsani collaborated with on a capsule collection in 2018 for the 20-year anniversary of “The Miseducation of Lauryn Hill.” While larger brands have struggled to market around women, streetwear, and sneakers, Ehsani has excelled at it independently—after almost 15 years in business she just took on an investor in 2020—and created a blueprint for it. Like when she tapped Allen Iverson’s daughters Tiaura, Messiah, and Dream Iverson, and their mother, Tawanna Turner, to be featured in a campaign for the release of the ME Question sneaker. It’s no wonder Jordan brand tapped her to design an AJ1, which featured a meaningful message on the sole (“If you knew what you had was rare, you would NEVER waste it”) and a Women’s Air Jordan OG SP, which featured cherries, a symbol of abundance that’s connected with the goddess of fertility. And Foot Locker recently tapped her to be the creative director of its women’s business.

Despite its self-explanatory name, since its inception streetwear has not been an easy style to define. The name itself suggests everyday, walking-down-the-street clothing, which could essentially mean anything. But over time, we’ve reached a general understanding that the style comprises comfortable, casual silhouettes with hints of grunge, hip hop, and sportswear influences, and a strong emphasis on footwear—namely sneakers. The streetwear scene has been predominantly occupied and operated by men, but over the course of the last few years, more and more women have infiltrated the industry. Key female figures, like Kimora Lee Simmons, who pioneered women’s streetwear in the early 2000s with her brand Baby Phat, and Minya Oh (AKA Miss Info), a journalist, radio presenter, and style director of Stadium Goods, have led the way in breaking into the boys' club. Women are now switching up the formerly male-centric style by bringing in a feminine touch without compromising the laid-back, casual aesthetic so heavily associated with it.

https://www.lofficielusa.com/fashion/female-owned-streetwear-brands-misbhv-x-girl

In ordeer to have more understanding of the women and their brands in the streetwear industry at current I have researched further into more brands which are having a big impact in the womens streetwear industry.

X-GIRL One of the main women owned brands which influenced me was X-Girl. X-girl is credited with starting the "Girl's Movement" in the fashion business, which included art and music. Since its inception in 1994 by Sonic Youth's Kim Gordon and famous stylist Daisy Von Furth, X-Girl has been a source of inspiration for alt females and budding streetwear brands alike. The brand was once linked to celebrities like Chloe Sevigny and Sofia Coppola, further establishing its reputation as a streetwear pioneer. The company hasn't forgotten its roots and continues to produce bright, edgy cool-girl apparel (Nast, 2022). The garments were a little mod, a little Godard girl, and a whole lot tomboy. They were slimmed-down copies of their brother company X-Large's for skaters, posers, and want tobes. “Back in the 90s, you weren’t cool if you weren’t wearing X-girl” says Dazed magazine’s Morgan Nyfeler, “with its logo t-shirts, A-line dresses and androgynous look, the brand established itself as the go-to for skater girls.”

X-Girl made trousers which women didn’t drown in and made you look like a girl but still with the street aesthetic they hoped for. “It was the gateway fashion drug for ’90s girls like me who were anti-establishment, anti-mainstream, anti-consumer, strictly secondhand, skate-schooled, reared on DIY ethics, on punk, hip-hop, with a shot of indie rock’’ Rebecca Johnson (Nast, 2022). X-Girl successfully subverted the industry standard for women. This was liberating for women at the time who were used to wearing men’s trousers with the waist folded over.

https://www.vogue.com/article/x-girl-kim-gordon-skater-girl-style-90s-fashion-chloe-sevigny-beastie-boys

SORELLA

Another influence of mine over the course of my project has been the brand Sorella, founded by Heather Sanders in 2012. Sanders is a great example of a driven businesswoman, she started her clothing brand with no fashion background or experience in the industry however had a lot of hustle and ambition to bring her ideas to life.

Following on from the launch, she opened her first store in Los Angeles which quickly became every LA’s women’s go-to place for fashion. Soon after this she launched her women’s body-positivity movement #GIRLSTOUR. Sanders' aim for this movement was to represent strong, working, and independent women of all ages, ethnicities, and sizes. Women all throughout the world are being empowered to not only be confident and visionary, but also to “be a dope girl with style and hustle” (Sorella, 2022).

https://www.sosorella.com/pages/about-us

Since the launch of the brand Sorella have grown a full team of creatives and designed thousands of new styles for women. The #GIRLSTOUR wall located in LA has become an international landmark for women and a very popular photo destination. Sorella embodies the ever-evolving culture of what it takes to be a badass girl with style, class, and business, with a focus on women's empowerment and advancement. One of Sorella’s main messages is for women to feel confident and empowered in how they dress which resonates well with how I want my brand to be perceived.

Is streetwear finally ready for women? https://www.voguebusiness.com/fashion/streetwear-women-opportunity-designers-market-aries-danielle-cathari-aleali-may

-While female consumers are increasingly seen as a sales opportunity in streetwear, the number of female-founded brands and creatives remains low.

-Streetwear for women has been difficult to market, with many women buying from menswear and/or menswear retail spaces. Conversely, men are now desiring new female-created lines designed exclusively for women in their sizes.

-Women are opening up conversations on inclusivity that could positively shape the streetwear world going forward.

“Men have really been the ones who have been interested in it, running it and profiting from it,” says Leah McSweeney, who founded New York-based label Married to the Mob in 2004. While McSweeney didn’t launch with a “feminist” agenda in mind, the brand had a defiant attitude, starting from the infamous “Supreme Bitch” slogan that prompted Supreme to sue for $10 million in 2013. “I was always very much [about] why can't girls do what boys do and that was going to be the attitude behind the brand too,” she says.

Similarly, part of the reason Laura Marie Fama and Ashley Jones founded Dimepiece in 2007 was to bring female voices to the industry and the streetwear community in LA. During its peak from 2015 to 2016, the brand generated revenue of $2 million, according to the founders, and now does about $250 million a year in direct orders

“I was always very much [about] why can’t girls do what boys do and that was going to be the attitude behind the brand too,” - Leah McSweeney, Married to the MOB

The female-founded brands that broke into the scene in the ’00s – including Married to the Mob, Hlzblz, Mademe and Dimepiece – gave women an alternative to buying the smallest sizes of menswear items or shopping from a limited selection of styles that were presumably designed for girls but often felt like an afterthought.

The number of women’s products is growing. The amount of new women's streetwear drops has increased by 38 per cent over the last 12 months, per Edited. “In the last year or so there has been so much movement, not least from brands like Nike, who are now realising what a power women can be,” says Ida Peterson, womenswear and menswear buying director at Browns.

Women interested in streetwear have always bought from the men’s section. In 1993 Stüssy was selling nearly 30 per cent of its collection to women, so the brand decided to launch its first limited women’s line called Stüssy Sista Gear. Other companies, including Nike, Adidas and Ewing, only recently began releasing some of their most sought-after footwear styles in women’s sizes. Nike, for example, still produces only some of its Jordan trainers in extended sizing.

Men shopping in the women’s section The tables might be turning. When Amsterdam-based womenswear designer Daniëlle Cathari releases her fourth Adidas drop on 15 July, the line will include unisex pieces for the first time. “There was quite a demand [from] men wanting to wear it too, but the first time it was a very feminine fit and concept,” she says of the launch drop.

This time the clothing, including a tailored lilac suit, a black blazer and a melange sweater tracksuit, is interchangeably modelled by both men and women

“With streetwear, you knew you wanted it but you couldn't get it because it was never in your size as a woman, it never got small enough,” says May.

“It’s like the reverse role, where men want the women’s exclusive,” says May. Her Air Jordan 1, released in October 2017, was the first Air Jordan for both men and women designed by a woman. Retailing for $140 at launch, a US men’s size 14 can now be bought on Stadium Goods for around $727.

Prantera officially launched a dedicated men’s line only last year, but the brand’s T-shirts, sweatshirts and even her denim have always been bought by men. “Aries can be seen as quite daring from a menswear [perspective] but I think people like that because a lot of it is actually designed to be worn by women,” says Prantera. “By having that sort of gender-fluid approach to the line you can appeal to a more fashion customer.”

A changing culture “Streetwear has changed enormously as it’s now fully integrated into the fashion system,” says Luca Benini, founder of distribution and retail businesses Slam Jam, which has been operating since 1989. With Supreme now valued at $1 billion, after an investment from The Carlyle Group in 2017, streetwear is no longer a niche market, a development that has its critics. For McSweeney, streetwear has lost its countercultural status. “Wearing a streetwear label now is the same thing as wearing Calvin Klein back then,” she says.

May, on the other hand, sees the popularity of streetwear and its open referencing in fashion as a long-due achievement. “Finally we are getting that praise that a lot of people before me deserved,” she says. And while the lines between streetwear, mainstream fashion and sportswear continue to blur, some of its essential traits — like community, its DIY spirit and connection to music — continue to manifest.

With women’s influence on streetwear continuing to rise, it is sparking interesting conversations around inclusivity, body issues and politics.

As May says, “Fashion should speak to the person and their experiences. We are adding more stories to it.”

KEY TAKEAWAYS:

-As the financial clout of the once-niche category grows, female creatives and consumers are gaining visibility and creating new economic opportunities.

-Women are opening up conversations on inclusivity that could positively shape the streetwear world going forward.

-The female-founded brands that broke into the scene in the ’00s – including Married to the Mob, Hlzblz, Mademe and Dimepiece – gave women an alternative to buying the smallest sizes of menswear items or shopping from a limited selection of styles that were presumably designed for girls but often felt like an afterthought.

-Still, the number of women blazing a trail in the market remains small. The Hypebeast 100, an annual list that recognises the most prominent names in street culture, included only 26 women in 2018. “It’s not just sexism, it’s also the way women are framed,” says Prantera. “We are more behind the scenes, but I think it’s changing. Younger girls are getting much stronger than we ever were.”

Women interested in streetwear have always bought from the men’s section.

-“With streetwear, you knew you wanted it but you couldn’t get it because it was never in your size as a woman, it never got small enough,” says May. -With women’s influence on streetwear continuing to rise, it is sparking interesting conversations around inclusivity, body issues and politics.

The main influences for street wear (hip hop, urban sports) being male dominated, mean the women who were into those things just wore the same stuff as the guys. So women who went into those things just wore what the guys wore. Look at the dapper Dan couture track suit customisation, what he did in terms of combining bright colours, patterns and alternative silhouettes to create one off bespoke pieces. Probably one of the earliest and most notorious customizers. In essence, you could almost say street wear was essentially unisex but with a masculine edge.

It’s only as women came into their own in these pastimes that their influences became more strongly felt in the clothing. Through the likes of celebrities, influencers, artists and other talents, women’s presence in streetwear was becoming more prominent, and brands started to adjust to the ever increasing presence. Dropping women’s lines along with men’s, looking at agender collections (check the agenda pop-up Selfridges had in-store).

I personally believe that the more women getting recognition for their efforts, the more women being recognised as equals, is making for a more agenda streetwear scene, in which clothing isn’t strictly men’s or women’s.

More men wearing fitted clothing, fabrics that hug silhouettes, women wearing baggier clothes that hide the physique (this was tradition in Japanese culture, for women to dress to ‘hide’ their bodies). I’m fucking excited. I can’t wait for labels to be dropped, and for people to dress how they want to. More importantly, I can’t wait for the fashion industry to recognise talent without contemplating gender, skin colour or religious belief.

Call me Martin Luther King Jr, because ‘I have a dream’.

And it’s only a matter of time before its realised. https://basementapproved.com/fashion/women-in-streetwear/

THE STORY OF WOMEN'S STREETWEAR FASHION Although streetwear has only recently captured mainstream attention, it is in no way a new fashion style. In fact, it is not even a trend, it is a subculture in itself. The early adopters of this style took inspiration from thrift stores, work uniforms, skater style, and sportswear, and added hints of musical influence from the genres of reggae, punk, and hip-hop. It rose as a counterculture aesthetic that referenced music, sports, clubbing, and community. Iconic women like Aaliyah and Neneh Cherry were rocking streetwear out and about before this style even had a name. And now, figures like Billie Eilish are carrying that fashion legacy.

LACK OF OPTIONS IN STREETWEAR FOR WOMEN Streetwear was originally made for men and catered only to them. Women thus had to scour male clothing stores if they wanted to take part in this fashion movement. In “The Female Economy,” a 2009 Harvard Business Review article by Michael J Silverstein and Kate Sayre, it states that “Globally, women control about $20 trillion in annual consumer spending, and that figure could climb as high as $28 trillion in the next five years. Their $13 trillion in total yearly earnings could reach $18 trillion in the same period. In aggregate, women represent a growth market bigger than China and India combined.” And ignoring the needs of this large consumer base would not have been the wisest choice by fashion brands.

https://alta-8.com/blogs/news/womens-streetwear-fashion

There is definitely more availability of streetwear outfit options for women today. However, even now, there are still a few brands that only offer options for men. On top of that, some brands that do carry options for women follow a ‘shrink it and pink it’ policy- they release the exact same items in a smaller size and more traditionally ‘feminine’ colors without modifying the clothes to be more fitted to a woman’s body. Although streetwear erased the lines of race, it hasn’t managed to erase the lines of gender- most streetwear sneaker brands didn’t even offer smaller sizes until very recently!

THE PRESENT CONDITION OF WOMEN’S STREETWEAR INDUSTRY Over twenty years ago, X-Girl became one of the first major brands to sell streetwear clothing designed to fit women’s bodies. They carried pants that were still baggy at the bottom but were made to fit better around the waist. They offered t-shirts that still had the signature streetwear loose fit but didn’t need to be cut or tucked in alongside wide a-line dresses. Today, brands like Fenty and Stussy follow a similar model. Others appeal to women simply by offering smaller sizes or unisex designs.

KEY TAKEAWAYS:

-There are still a few brands that only offer options for men.

On top of that, some brands that do carry options for women follow a ‘shrink it and pink it’ policy- they release the exact same items in a smaller size and more traditionally ‘feminine’ colors without modifying the clothes to be more fitted to a woman’s body.

-Although streetwear erased the lines of race, it hasn’t managed to erase the lines of gender- most streetwear sneaker brands didn’t even offer smaller sizes until very recently!

Stereotypical representation of women https://fashionispsychology.com/dismantling-gender-stereotypes-through-fashion/

A look back in time Gender fluidity and its expression through clothing is not all that new. Research claims that the earliest cultures simply regarded cross-dressing as one variation in human behaviour, whereas men and women belonging to indigenous tribes often dressed the same.

Throughout history, menswear exhibited heavy hints of femininity while women only cross-dressed under disguise until they publicly began embracing androgyny in the 20th century. During the early 1700s, it was normal for men to wear high-heeled shoes with silk stockings, while long-haired wigs were customary among wealthy men.

Before the 20th century, women were shamed for cross-dressing in men’s outfits. It wasn’t until the 1920s that women’s clothing finally gained liberation and did away with tightly laced corsets, bustled skirts and puffy sleeves. Women began embracing the androgynous look, also known as ‘La garçonne’, revolutionised by Coco Chanel who paved the way for women’s trousers through her masculine-feminine aesthetic. In 1966, Yves Saint Laurent furthered the cause by introducing ‘Le Smoking’, a tuxedo look for women that became an embodiment of sexual empowerment.

Thereafter, women weren’t questioned or penalised for wearing trousers again. Women are now revered as ‘power dressers’ for donning sharp suits and enjoy the freedom of easily switching between both masculine and feminine styles. However, men haven’t enjoyed the same level of acceptance and freedom for embracing femininity.

Tipping the gender balance and Fashion Fluidity

Alok Vaid-Menon The gender non-conforming writer and performance artist is often trolled for their feminine fashion on social media. In their pursuit to #DeGenderFashion they stated that: “Moving beyond the gender binary means that we appreciate how everyone — regardless of their identity — is hurt by gender norms that value people for an ideal of what they ‘should be’ not for who they ‘actually are’.”

Billy Porter The American actor dubs himself as a “walking piece of political art”, shares a similar sentiment. He wishes to break the narrative that finds femininely styled men to be repulsive. He rested his case by adding: “I’m a man in a dress and if I feel like wearing a dress, I’m going to wear one.”

Is the idea of gender non-conformity really that far-fetched? Studies of the collective unconscious, theorise that either sex is inhabited by the opposite sex up to a point. For a man, this represents the female personification of his unconscious and for the woman, a male one. Suggesting that these qualities don’t just exist innately but extend to our outward projections as well.

Today, the dated heteronormative approach to fashion is slowly changing and a more inclusive, gender-fluid ideology is taking its place. Brands like Telfar, Gucci, Harris Reed, Nicopanda and Rad Hourani are already making non-conformist fashion mainstream. While fashion weeks are also playing catch-up as they slowly adapt to showing a gender-fluid format.

Last year, Harry Styles graced the cover of Vogue in a Gucci jacket and dress that garnered mixed reviews. As a reaction, Vaid-Menon took to their social media to state that trans folk of colour don’t receive praise for doing the same thing every day, but they were equally appreciative of the cover being “a sign of progress of society’s evolution away from binary gender.”

The Gender Fluid Fashion Report states that there has been a massive uptick in search interest for fashion items that have been mainly spotted on both men and women in the past year. The interest in these items spiked due to pop-culture phenomena, including celebrities like Styles.

Gender is no longer just limited to male and female — or pink and blue — but is now a spectrum of non-conforming identities and fashion is beginning to reflect that

Gender Stereotypes in Fashion Girls wear pink. Boys wear blue.

Girls wear dresses. Boys wear suits.

These are just some of the gender stereotypes associated with fashion. In the past, these stereotypes have been very concrete, and very rarely did people “crossdress.” However, in today’s world, those lines are getting blurrier and blurrier.

Looking back at each decade, there are fashion trends throughout all of them, but for the most part, those trends have been different for each gender. Take the ‘50s for example. Men dressed in suit and tie during the week and wore slacks and a nice shirt on the weekends. Women wore dresses and pearls pretty much every day, and always looked pretty and put-together. Then if you look at today, it’s clear that the differences aren’t so clear anymore. In an article by Who What Wear, a fashion website, about fall/ winter trends for 2018, there are not specific trends for men and women.

They are put together, which shows that there aren’t the same fashion stereotypes according to gender anymore.

Fashion trends aren’t becoming similar for men and women because clothing brands are becoming lazy; they’re making their clothing gender-fluid for a reason. According to an academic paper titled, “Deconstruction of Gender Stereotypes Through Fashion,” “Expectation of society and culture related to the biological structure of the individual carries some roles and this role also carries many gender stereotypes in it. But the individual can use the clothing style to express his or her gender identity which may not

The goal of fashion companies isn’t to simply switch the “roles” of men and women, and what they can wear. In that same article, it clarifies this. “…today’s fashion revolutionaries are not interested in feminizing men or emasculating women. Fashion wants to eliminate those labels. This means fashion wants to deconstruct gender stereotypes in the context of wearing styles. Also this means that the fashion is aiming to blur the masculine/feminine divide because of idea which argues that garments have no gender.”

The place where the erasure of these gender fashion stereotypes is in Hollywood since celebrities are in the spotlight almost always. Stars like Ruby Rose and Jaden Smith show that this stereotypes should be defied–then eventually erased. Ruby Rose stated in an interview with Elle that she doesn’t identify with being female or male, and her fashion reflects that. Jaden Smith is known for wearing skirts and dresses. After receiving backlash for doing so, he tweeted, “If I Wanna Wear A Dress, Then I Will, And That Will Set The New Wave…” showing criticizers that he is not ashamed of defying fashion stereotypes.

In today’s world, what it means to dress like a boy or like a girl, isn’t such a strict thing. There’s fluidity in fashion, just like there is in gender. So no matter your gender, no matter how masculine or feminine you are, dress how you want because the stereotypes don’t matter.

https://binghamprospector.org/opinion/2018/12/20/gender-stereotypes-in-fashion/

Gender-neutral fashion: fluidity as freedom

Styles for Spring 2021 saw a growing number of major brands champion gender-fluid, unisex or polysexual fashions with Marc Jacob’s “Heaven” capsule and fluid collections from designers Balenciaga and Stella McCartney. “Marc has long been a believer that clothing itself is not inherently gendered, rather society norms have previously determined certain garments are for certain people, (we) see a great deal of hope in today’s youth, that these limiting ‘rules’ are increasingly no longer relevant, with a renewed courage to be oneself,” Eric Marechalle, the CEO of Marc Jacobs International told WWD in a recent report.

A 2018 study by The Advocate found that 33 percent of those in Gen-Z identify as something other than exclusively heterosexual, the highest number of any generation up. A quick search on Tik Tok shows that the hashtag for polysexuality has almost 10,000 views and is still growing as content creators produce more videos surrounding polysexual identity and polysexual people. On Instagram, the hashtag has over 1,000,000 tags.

https://fashionunited.uk/news/fashion/gender-neutral-fashion-fluidity-as-freedom/

Gender-fluid looks took over New York Men's Day SS21

During the most recent New York Men’s Day, gender-fluid fashion became one of the biggest highlights of the digital event. Apotts, Ka Wa Key, Official Rebrand, and Wataru Tominaga all presented gender fluid collections.

Apotts' collection conveyed the message that regardless of race or gender, we can all enjoy playing dress up. For MI Leggett of Official Rebrand, gender-fluid fashion has never been a trend, but the entire antithesis of their brand DNA. This season, the designer, who identifies as non-binary and uses they/them/their pronouns, focused their collection on anti-waste urgency and social unrest throughout history.

The Fute of Streetwear

The want and need for genderless clothing will also find its way in streetwear. “Ivy Park is a good sign that this is coming,” Square suggests. “It’s streetwear and it’s on all bodies.”

Beyonce launched Ivy Park in 2016, however, she relaunched the label under the Adidas umbrella last year after being appointed a creative design partner. She retains sole ownership.

The newly-released capsule includes gender-neutral apparel, such as jumpsuits, asymmetric dresses, biker shorts and coats, as well as accessories and four footwear styles. Sizes range from XS to XL and pieces are priced between $25 to $250 (around £19 to £190).

“It’s a dream come true,” Beyoncé said in a statement. “My team has worked hard with the Adidas team in bringing my vision to life for this first collection and I am grateful and proud…. I wanted to design and re-imagine pieces that serve as favourite armour for anyone who acknowledges the strength in their individual style and lives freely and boldly.”

“It’s a dream come true,” Beyoncé said in a statement. “My team has worked hard with the Adidas team in bringing my vision to life for this first collection and I am grateful and proud…. I wanted to design and re-imagine pieces that serve as favourite armour for anyone who acknowledges the strength in their individual style and lives freely and boldly.” https://www.harpersbazaar.com/uk/fashion/fashion-news/a30575175/beyonce-ivy-park-adidas-collection-gender-neutral/

Adidas added: “[The collection] celebrates power, freedom and individuality for anyone who has the confidence to take chances and live unapologetically”.

According to Adidas, the bold colour palette of orange to maroon is meant to signify “a work ethic as relentless and innovative as that of its creator”.

Of her decision to make the line gender-neutral, Beyoncé previously told Elle: “The way [men] have embraced the brand is an unexpected gift. I appreciate the beauty of gender-neutral clothing and breaking the so-called fashion rules”.

https://stylecircle.org/2021/12/redefining-fashion-unisex-as-said-by-gen-z/

Unisex is no longer a part of the minor genres in fashion and has evolved into being adopted by the majority of fashion lovers.

However, concerns about gender identity and self-expression are increasingly raised as Gen Z consumers become a major driver of the fashion industry. Gender dichotomy will soon become unsatisfactory to an increasing segment of this young generation, who is looking for more stylistic alternatives that transcend beyond

A brief history of breaking down the binary line The term ‘unisex’ was coined the 1960s and based on a Latin prefix “unus”, meaning one or single. As it emerged to fashion, unisex clothing was used with intention to “blur or cross gender barriers,” but ultimately still offered “uniformity with a masculine twist.”

Under the umbrella of pop culture and cinema stars, androgynous fashion has entered the mainstream. Apart from David Bowie, the nostalgic disco time also reminds us of icons like Boy George and Prince, who stirred up a rave in fashion with a bold eccentric sense of style.

Androgynous fashion also began to acquire prominence in luxury fashion brands and runways. Emerging designers of those times such as Pierre Cardin and Andre Courreges began to produce much more box-like shaped clothing lines.

Redefining Androgyny However, boxy silhouettes and looking ambiguous is not all there is to unisex fashion. As defined in a New York Times article on teenage androgyny fashion, it is the freedom of choosing what to wear without the confines of gender. Slow strung bell-bottoms, flouncing chiffon dresses worn by both men and women should be the definition of “unisex” – a unification in fashion to accommodate the fluidity of genders.

But how to strike a balance between fashion and gender fluidity? For many Gen Zs, this widespread fashion phenomenon is about “playing with masculinity and femininity while maintaining it at the same time.” L. Nguyen, who is nonbinary, typically begins her shopping by looking for basic clothes that best suit her body type. She will then move to the men’s section of a store to select more masculine items such as chunky boots, oversized tees and blazers. Nguyen, who uses the gender-neutral pronoun they, mostly invest in resale apps like Depop and thrift stores for vintage products by size rather than gender.

There are many other consumers who share the same interest with Nguyen. Gender-neutral fashion is greatly inspired by Gen Z customers, who are more outspoken about who they are and what they believe in. As a result, fashion businesses are constantly working to better understand Gen Z and create new strategies to appeal to the new generation.

The unisex trend does not yield labels, but seeks to amplify the movement of equality to both men and women.

Boxy silhouettes and looking ambiguous is not all there is to unisex fashion.​ The New World’s Problem As the ‘androgynous appearance’ becomes more prominent in the media, these brands and their lingering aesthetics are being lauded as creative trendsetters. The common denominator is that they have all been donned by non-binary mainstream celebrities.

This may lead to the growing debate over cis influencers benefiting from the unisex aesthetics while ignoring many non-binary individuals who paved the way. The media played an evident role in shaping the influence on young generations with the tendency to grant cis-gender influencers undue credit for these aesthetics.

A brief interview with L. Nguyen unveils their thoughts on the subject. “I believe that’s almost how marketing or advertising works these days. Many brands seek minorities to represent something and they understand how we as a consumer care about them, as society strives to foster more inclusion and diversity in every aspect of life, including fashion. Instead of treating people normally, giving too much credit for non-binary celeb in fashion is a way to treat them (non-binary folks) abnormally, more special.”

If the silence that has followed the accusations pitted against Alexander Wang paired with the designer's subsequent statements has taught us anything, it's that most platforms and figures within the fashion industry are either still unwilling or too afraid to hold much-needed conversations about sexual abuse and gaslighting when people with clout are at the center of a scandal.

"In an era of #MeToo and the solidarity victims received from Hollywood, where is the same support for the victims of Wang?" asked British model Owen Mooney, who publicly accused Wang of assault in a candid TikTok video. "This is why so many accusations of his get brushed under the rug, along with accusations of prominent figures in fashion, for that matter."

ICYMI, allegations hit headlines globally after Diet Prada picked up on a post that was first published by Shit Model Mgmt. It read: “Alexander Wang is an alleged sexual predator, many male models and trans models have come out and spoken about the alleged sexual abuse that Alexander Wang has inflicted upon them. It is important to show your support to these victims by unfollowing Alexander Wang and boycotting his clothing line.”

[The term #UsToo was first penned by lawyer and author Sophia Nelson in 2017 as a way to make #MeToo conversations racially inclusive.]

This article by High Snobiety focuses on the incident about Alexander Wang reportedly sexually abusing models who have worked for him. Their was a hashtag shared on social media with #metoo and #ustoo qhen more people came forward about their experiences and sexual abuse stories related to Alexander Wang. I believed it would be beneficial to research into this incidient and the effects that it will create for the luxury market and how it may impact consumers.

I also wanted to research into this for the fact of the use of the hashtags on social media. As I am going to create a social media campaign for my 360 campaign this will be beneficial. The #metoo social media campaign on Instagram has helped to spread awareness on the issue of sexual assault. This is a great example of how issues within society and the fashion industry can be acknowledged and raise awareness through social media. I hope by creating a social media campaign I can spread positivity and acceptance for women.

From my research I know that creating a hashtag is a great way to create engagement as people can use the hashtag and share with other people. I know this will be benefical when creating my social media campaign and will take this into consideration.

https://www.highsnobiety.com/p/alexander-wang-statement-gaslighting/

Women Empowerment What is women’s empowerment?

Women’s empowerment can be defined to promoting women’s sense of self-worth, their ability to determine their own choices, and their right to influence social change for themselves and others.

It is closely aligned with female empowerment – a fundamental human right that’s also key to achieving a more peaceful, prosperous world.

In Western countries, female empowerment is often associated with specific phases of the women’s rights movement in history. This movement tends to be split into three waves, the first beginning in the 19th and early 20th century where suffrage was a key feature. The second wave of the 1960s included the sexual revolution and the role of women in society. Third wave feminism is often seen as beginning in the 1990s.

Women’s empowerment and promoting women’s rights have emerged as a part of a major global movement and is continuing to break new ground in recent years. Days like International Women’s Empowerment Day are also gaining momentum.

But despite a great deal of progress, women and girls continue to face discrimination and violence in every part of the world

1. The Women's Empowerment Principles Created in a collaboration between the UN Global Compact and UN Women, the Women’s Empowerment Principles are used to empower women in the marketplace, workplace and community.

The seven Principles are: Principle 1: Create high-level corporate leadership for gender equality Principle 2: Treat all people fairly at work, respecting and supporting non-discrimination and human rights Principle 3: Ensure the health, wellbeing and safety of all workers, whether male or female Principle 4: Promote education, training and professional development for women Principle 5: Implement supply chain, marketing practices and enterprise development that empower women Principle 6: Champion equality through community initiatives and advocacy Principle 7: Measure and report publicly on progress to create gender equality

2. The global landscape of women's empowerment Gender equality is a basic human right, and it is also fundamental to having a peaceful, prosperous world.

But girls and women continue to face significant challenges all around the world. Women are typically underrepresented in power and decision-making roles. They receive unequal pay for equal work, and they often face legal and other barriers that affect their opportunities at work.

In the developing world, girls and women are often seen as less valuable than boys. Instead of being sent to school, they are often made to do domestic work at home or are married off for a dowry before they are adults. As many as 12 million underage girls are married every year.

While some progress is being made in various parts of the world, there is still a great deal left to be done to right the problems of gender inequality.

3. Why is empowering girls and women so important?

Empowering women is essential to the health and social development of families, communities and countries.

When women are living safe, fulfilled and productive lives, they can reach their full potential. contributing their skills to the workforce and can raise happier and healthier children. They are also able to help fuel sustainable economies and benefit societies and humanity at large.

https://www.worldvision.com.au/womens-empowerment/#:~:text=This%20movement%20tends%20to%20be,as%20beginning%20in%20the%201990s.

In the early 21st century, women were leading marches, striking and protesting on issues from the right to vote, hold public office and employment sex discrimination. But ever since women have been using their voice as valuable individuals in their own right, from the Women’s March to the #MeToo and #TimesUp movement, feminist developments have been massively expanding and revolving.

Women's empowerment (or female empowerment) may be defined in several ways, including accepting women's viewpoints or making an effort to seek them, raising the status of women through education, awareness, literacy, and training.Women's empowerment equips and allows women to make life-determining decisions through the different problems in society. They may have the opportunity to redefine gender roles or other such roles, which in turn may allow them more freedom to pursue desired goals.

Women's empowerment has become a significant topic of discussion in development and economics. Economic empowerment allows women to control and benefit from resources, assets, and income.

https://en.wikipedia.org/wiki/Women%27s_empowerment

The suffragette movement The Suffragettes were part of the ‘Votes for Women’ campaign that had long fought for the right of women to vote in the UK. They used art, debate, propaganda, and attack on property including window smashing and arson to fight for female suffrage.

Emmeline Pankhurst, her daughters Christabel, Sylvia and Adela Pankhurst, and a small group of women based in Manchester founded the Women’s Social and Political Union (WSPU) in 1903.

The WSPU aimed to ‘wake up the nation’ to the cause of women’s suffrage through ‘Deeds Not Words’. This was the beginning of the Suffragette movement as we know it.

In 1906, the Women’s Social and Political Union relocated their headquarters to London. This transformed the suffrage movement, and for the next 8 years, the Suffragettes' fight to win the vote became a highly public and, at times, confrontational struggle.

Both salaried and volunteer office staff at the WSPU organised fund-raising events, demonstrations and produced the weekly newspaper Votes for Women, which had a circulation of 22,000 by 1909, to raise awareness of the suffrage cause. The WSPU had 90 branches across the United Kingdom but London remained the chief area of support with 34 local offices.

https://www.museumoflondon.org.uk/museum-london/explore/who-were-suffragettes

The Real Meanings behind Symbols of Protest We see them on banners, at protests and on social media—often, even, on seemingly benign decorative posters or clothes. But what do these icons of protest really symbolise, and where did they come from?

Words by Emily Gosling

Black Power fist

The Black Power Raised Fist In the wake of the murder of George Floyd, we’ve seen this powerful icon as millions take to the streets in support of Black Lives Matter. The symbol came to prominence with the formation of the Black Panther Party in 1966 by Huey P. Newton and Bobby Seale, which sought black liberation and an end to racially motivated police brutality, which all sounds sadly familiar. The symbol was brought to life as a physical salute between members at conventions and other meetings.

It was quickly adopted as a gesture of strength and resistance: 1968 Mexico City Olympic medalists, sprinters Tommie Smith and John Carlos each donned a black glove and raised their fists while the national anthem played during the medal ceremony in a move (unfairly) decried by the US Olympic committee as violating “the basic standards of good manners and sportsmanship”. On release from prison after twenty-seven years in 1990, Nelson Mandela too raised his fist, signalling his resilience and heralding the start of negotiations to end apartheid in South

The Feminist “Femme Fists”

Brooklyn-based artist and designer Deva Pardue made headlines in 2017 when she discovered her Femme Fists design—which had been initially created ahead of the Women’s March—had been pinched for profit. Her distinctive illustration, which shows three raised fists of different skin colours, nails painted a bright crimson red, went viral on social media; the likes of Rihanna, Reese Witherspoon and Naomi Campbell shared it ahead of the protest.

https://elephant.art/the-real-meanings-behind-six-symbols-of-protest-01072020/

Cultural Connections For my 360 campaign I wanted to address cultural connections. In my previous research I have looked closely at Samuel Ross, the founder of A-Cold-Wall. Samuel Ross has been heavily influenced by his cultural backgrounds after coming from a working class background. Their community growing up has helped him to shape his brand today. Samuel Ross has been influenced by the public housing that he grew up in and uses the colour palettes and industrial settings in his collections.

A-COLD-WALL* began as a think piece posed by founder and creative director Samuel Ross, exploring ideas of inclusivity and communication via design and construction with a particular emphasis on Britain’s working class. Whilst holding multiple meanings, the core concept behind the brand is to represent the juxtaposition of class systems within Britain and the paradox that it in turn creates for thousands of inner-city people. It’s output stands as proof that circumstance and location no longer restrict a person’s taste levels or ability to create. Besides offering a new perspective, it’s also the chance to start a new conversation.

I have read an interview between Samuel Ross and Tom Winslade looking at how his personal story and experiences have laid a foundation for the brand and how he intends to use it as a vessel to document British street culture through intelligent product.

TOM WINSLADE: What’s the narrative behind A-Cold-Wall?

SAMUEL ROSS: The general concept behind A-Cold-Wall is to tell this untold story, based on class and geographic location, which stems throughout the entire UK. The main focus I’ve highlighted is London, as it’s such a focal point for British culture as a whole, and not just street culture. It’s more of an accumulation and summary of the British working class story, which is so relative to streetwear and fashion, and has been censored for the last 5 or 6 years. It’s telling that story from the perspective of somebody who has actually been within that and lived across the UK, from small areas to huge cities, and what that experience is like.

Would you say the concept behind A-Cold-Wall is a specific idea that you’ve been building towards or more something that’s taken form organically, in the back of your head, over a period of time?

I’d say both, but definitely organically. At first I didn’t think that the tale of the British working class kid, myself, was a good enough story to be told. But working with so many other peers and greats within the streetwear scene, you kind of see, when you pause and look at what they’re doing, and strip it back, it’s very specific to them. I felt that was the best way to make something organic, which is not going to come off as corny, or forced, or pretentious. Just to tell my story – our story – the story of thousands of people. So, you could say this has been in the works for a lifetime, but in terms of really sitting down and working on ideas, concepts, names, textures and contextualising the idea; the last year and a half.

Would you class the brand as menswear, streetwear or would you rather not pigeonhole the direction?

At the moment, I like to refer to it as the “curated product of British street culture.” That’s the best way I can think of putting it. It’s a high-low mix, which goes back to the geographical melting-pot idea, where you could have a council estate area, that you’ve grown up on and spent the majority of your time on down one road, and then 5 years later, you could be working 30 miles away in a huge, marble building. It’s mixing what you would wear to work, such as the oversized trench coat or a tapered pair of slim fit trousers, with what you’d wear at home or even what your grew up in – like a baggy-fitting hoody. It’s about crossing over those two world’s, as they already do within both menswear and streetwear, except it’s a more specific cultural reference point.

https://thehundreds.com/blogs/content/a-cold-wall

STREETWEAR CULTURE & ITS EVOLUTION THROUGH THE DECADES

The word streetwear is soaked in ambiguity. It generally means casual clothing of a style worn especially by members of the youth. But it is so much more than that. It is a representation of people, their taste in music, art, and fashion. Street style, for a majority, is a way to express the things they associate themselves with the most and flaunt their individuality. The essence of this style is the portrayal of the high-spirited youth community.

People were always seen to be wearing casual clothing on the streets. But when and why did it come to be called ‘streetwear’? In the 80s, the lines between casual wear and party wear were starting to get blurred. By the ’90s, people started to prefer wearing casual clothing not just for errands but for special occasions too. Popstars like Michael Jackson, LL Cool J, and Madonna wore casual wear in their music videos. This influenced the youth of the era. It set the trend of casual wear, now termed ‘streetwear’.

https://shilpaahuja.com/streetwear-culture/

Evolution of Streetwear History – The Birth of Streetwear Americans labeled as baby boomers are the generation born between 1946 and 1964. Numerous social movements and reforms were seen taking place when they came of age in the 1980s. This changed the perceptions of these young adults and made them very materialistic and focused on their careers. For the said reason, they were labeled as ‘yuppies’ – Young Urban Professionals. They lived and worked in metropolitan cities and dressed for success.

On the weekends, when they weren’t hustling in the office, they wore casual clothing while running errands. The yuppie culture of sophisticated clothing eventually subsided due to a couple of factors. During the end of the 1980s, African Americans were finally able to embrace and flaunt their culture. Hip-hop took root and flourished. The music gradually spread downtown, into Brooklyn, and eventually the rest of the world. Saggy pants, hoodies, and Air Jordan’s became popular among the African American community.

Hip hop artists like Public Enemy, and Queen Latifah adopted more militaristic looks, dreadlocks, and bright colors. Rapper Nelly made Grillz popular. Casual clothing was now worn during special occasions, too, and wasn’t limited to weekend errands. Other than hip-hop, the pop artists and celebrities of the late 80s and early 90s also influenced the growth of streetwear including denim, leather jackets, casual shoes and sneakers, leggings, and layered jewelry.

The origins of the streetwear brand that set the vibe of streetwear indefinitely trace back to Stussy. Initially selling the items from his car, Stussy expanded to exclusive sales to create product scarcity. This is what defined streetwear: graphic T-shirts and exclusivity. After the streets of Los Angles, streetwear set its mark in NYC. It became popular within the skateboarding and hip-hop community. Brands such as NYC-based Supreme, which started in 1994 propelled the trend further.

Trends of the Decades

While we look at how streetwear has evolved over the decades, let’s take a look at the exciting trends throughout the decades since it gained traction.

The 1980s

The style expression of this decade was bright and bold. At this point, graffiti became relatively important among streetwear enthusiasts. Apparels like printed t-shirts, baggy pants, velvet tracksuits, and tailored military suits were dominant during this decade. People wore clothing in dazzling colors and patterns, emblazoned with slogans. In addition, watches, jewelry, belts, and sneakers accessorized every outfit.

The 1990s

The 90s was a decade of the hip-hip fashion wardrobe. It was a decade that shaped the pop culture and street fashion today. B-boys and b-girls wore colored tracksuits and straight-legged denim with bomber jackets. They paired it with Puma Suede sneakers or Adidas Superstars customized with oversized laces. Kangol bucket hats, large sunglasses, multiple rings, and chains were commonplace.

The 2000s

The internet was the up-and-coming thing of the 2000s. Brands developed smarter ways of getting their products sold through increased celebrity endorsements. This was the decade where brands fused skatewear and hip-hop style into streetwear. They made their stride with great graphics and limited sneakers. Distressed jeans, loose-fitting t-shirts, loose or fitted tracksuits, track pants, hoodies, graphic t-shirts were commonplace.

The 2010s

Streetwear in this decade touched all parts of fashion. Casual wear, athletic wear, and even luxury. To cop or to not to cop? Several streetwear enthusiasts all around the world were eager to get their hands on the most exclusive items. Be it a limited pair of sneakers or the graphic drive t-shirt or hoodie. This decade saw a surge in luxury streetwear. Maximalism was a trend at its peak in this decade.

Present

Utility vibes are the heart of 2021 streetwear trends. They provide comfort and functionality, which is what people all around are looking for. Coronavirus has paved way for sustainable fashion and multi-purpose styles.

Runways all around the world have seen this trend. Bucket hats, boyfriend-fit jeans, and oversized graphic t-shirts are trending all over again.

BLACK LIVES MATTER MOVEMENT Black Lives Matter (BLM), international social movement, formed in the United States in 2013, dedicated to fighting racism and anti-Black violence, especially in the form of police brutality. The name Black Lives Matter signals condemnation of the unjust killings of Black people by police (Black people are far more likely to be killed by police in the United States than white people) and the demand that society value the lives and humanity of Black people as much as it values the lives and humanity of white people.

https://www.britannica.com/topic/Black-Lives-Matter

Subsequent protests: George Floyd, Ahmaud Arbery, and Breonna Taylor The BLM movement expanded in 2014 after the police killings of two unarmed Black men, Eric Garner and Michael Brown. Garner died in Staten Island, New York, after a white police officer held him in a prolonged illegal choke hold, which was captured in a video taken by a bystander. Brown, a teenager, was shot and killed by a white police officer in Ferguson, Missouri. These deaths—as well as the refusal of prosecutors to bring charges against the officers—led to large protests in the name of Black Lives Matter, which captured national and international attention. The BLM movement thereafter continued to play a prominent role in demonstrations against police brutality and racism. Notably, BLM activists protested the deaths at the hands of police or while in police custody of several other Black people, including Sandra Bland, Philando Castile, Freddie Gray, Laquan McDonald, Tamir Rice, Walter Scott, and Alton Sterling.

BLM mission

The Black Lives Matter movement has many goals. BLM activists seek to draw attention to the many ways in which Black people are treated unfairly in society and the ways in which institutions, laws, and policies help to perpetuate that unfairness. The movement has fought racism through such means as political action, letter-writing campaigns, and nonviolent protests. BLM seeks to combat police brutality, the over-policing of minority neighbourhoods, and the abuses committed by for-profit jails. Its efforts have included calls for better training for police and greater accountability for police misconduct. BLM activists have also called for “defunding” the police—that is, reducing police department budgets and investing the freed-up funds in community social services, such as mental health and conflict-resolution programs. BLM activists have worked on voter registration and get-out-the-vote campaigns in Black communities. In addition, BLM programs have celebrated Black artists and writers.

How Black Lives Matter changed fashion in 2020

They might seem like disparate worlds, but throughout history, fashion and political activism have gone together. Campaigners have long recognised and wielded the power of clothes, from the suffragettes sweeping through the streets in white dresses to their second-wave sisters famously binning their bras. However, no group has better understood how to channel personal style for political gains than the Black Panthers, the radical political party formed during the US civil rights movement, known for its instantly recognisable military-like uniform. The group's signature black beret held particular symbolic weight – co-founder Huey Newton was said to have been inspired to wear it by a film about French Resistance fighters. He described the party's accessory of choice as "an international hat for the revolutionary".

https://www.bbc.com/culture/article/20201215-the-power-of-black-resistance-dressing-and-identity

The worldwide Black Lives Matter protests that followed the killing of George Floyd earlier in 2020 have sparked renewed interest in the Black Panther Party and its dress codes, as campaigners today look to movements of the past. British Vogue's September issue, which was dedicated to "activism now", saw supermodel Adwoa Aboah appear on the front cover dressed all in black, her beret a clear nod to the Panthers, while dancer and presenter Ashley Banjo later appeared in British GQ in a similar outfit. At marches too, protestors could be spotted in clothes that harked back to those worn by the likes of Fred Hampton and Kathleen Cleaver

Inclusivity in the fashion market With everything going on in the world, inclusivity has been a widely discussed topic. Inclusivity is not a new concept, however, it has been gaining more attention over the recent years.

Inclusivity in the fashion industry is not always present but has been changing along with the conversation. Usually, being inclusive is referring to the sizes, but it can also mean using models of all different sizes and who are racially diverse. This will help give customers a better idea of what would look good on their body type and with their skin tone.

Here are some ways fashion brands can become more inclusive: 1.Diverse models 2.More sizes 3.Clothes for all body types 4.Representation 5.Marketing technique

Representation

Representation might be one of, if not the most important reason to be more inclusive. Representation is also an issue in Hollywood and in the cosmetics industry. People do not feel represented because they do not see anyone that looks like them. In Hollywood, there has been a lot of controversies recently with the number of white actors and directors winning awards. Also, there’s been a concern with straight actors playing LGBTQ+ roles and not using people with disabilities to play like roles. People in those communities do not feel represented.

https://440industries.com/the-importance-of-inclusivity-in-your-fashion-company/#:~:text=Inclusivity%20in%20the%20fashion%20industry,and%20who%20are%20racially%20diverse.

Diverse Models

A lot of the time in the fashion industry, the clothing is put on tall and slim models, and many brands do not include a lot of different ethnicities and races. However, only a small population of people fit the same standards as the models, so a lot of people do not get to see how the clothing would look on their body type.

That is something that needs to change. Everyone has different measurements, so it might be hard to match someone’s body type perfectly, but it would be very helpful for someone to be able to see how the length of pants fit on different heights, or how a shirt looks on someone who is a small or a large, etc.

The customer would be more willing to buy something if they know what it will look like on them without even having to try it on. It will prevent them from returning it and might make them more interested in the brand since they are including different-sized models.

In addition to including the different sizes, it is important to include diverse models of different races and ethnicities. We will get into representation later on, which is an important part of diversity, but it is also helpful to see how a certain color might look. No matter what, having diverse models is only going to help a brand.

This article explains how there have been accusations of the Met Gala not being inclusive. When the Met Gala is not inclusive, then it isn’t really highlighting fashion. … (The guest list) tells you who they value and who they do not value.”

All eyes are on the Met Gala to watch designers push the envelope of fashion, but eyes are also watching a historically exclusive fashion industry that's proven itself hesitant to push toward inclusion.

The Met Gala's high-profile invitees are encouraged to think outside the box for red carpet looks which have included crystalized miter hats, dresses with dripping wet optical illusions, and unexplained green robot children in the past. The outfits bring attention to various fashion houses and to celebrity names as they strive to be placed on an unofficial list of the gala's best dressed.

An invitation to the Met ball, often selected by Vogue editor-in-chief Anna Wintour, is typically reserved for Hollywood and fashion's most elite. But changes have been made after the industry has reckoned with accusations of being too exclusive, causing the steps of the Metropolitan Museum of Art to look a bit different in recent years.

Small bits of action have been seen with diverse creative director hires including Rhuigi Villaseñor for Bally and June Ambrose for Puma. Major fashion publications have more diverse leadership with Edward Enninful at the top of British Vogue's masthead and Samira Nasr leading Harper's Bazaar. But the industry still has a way to go.

"It's important that we're talking about everything from size, color, gender, you name it," Reese says. "We've got so much ground to make up for."

High fashion can’t be truly inclusive without a diverse team of people calling the shots, experts argue. But because of the industry's interest in selling an aspirational, unattainable fantasy, it may never be able to change until cultural standards of beauty steer away from thin and white or until new diverse talent is embraced.

Rihanna and her Brand Rihanna has always been a huge influence of mine. Rihanna’s areer has inspired many young women to go further in life. She is a great role model for young women because of her resilience and inclusion of others. Not only is she a singer and songwriter, she is also an actress, fashion designer, and businesswoman.

SAVAGE X FENTY: SHOW VOL. 2 - A CELEBRATION OF INCLUSIVITY When I was younger, I had genuine aspirations of walking in the Victoria Secret’s Fashion Show. The supermodels always had the most stunning, detailed costumes and the show production itself gave me such a thrill year after year. However, there was one detail that I could not ignore: the standard of the model archetype featured in said show was one that did not highlight curvy/plus-sized bodies like mine.

It felt as if a dream where “all bodies” in lingerie could be celebrated in an empowering, sensual way was damn near “unrealistic” until one powerhouse of a Black woman completely changed the narrative forever.

“Inclusivity for me has always been something second-nature.

It’s not anything to really think about.” – Rihanna Fenty, Savage

https://www.lappthebrand.com/blogs/fashion/savage-x-fenty-show-vol-2-a-celebration-of-inclusivity

Robyn Rihanna Fenty is a woman who needs no introduction with the way that she has conquered key creative industries such as Music, Beauty, and Fashion. Fenty is also a woman who not only makes inclusivity a priority within her creative process but she does so with full, unfiltered intention. Savage x FENTY: Fashion Show Vol. 2 - Fenty’s latest lingerie-based fashion show streaming on Amazon Prime - can only be described as a moving, show-stopper of a production that will give viewers chills from start to finish. Choreographed by IMG Worldwide Artist Parris Goebel, one could say that Savage x FENTY: Fashion Show Vol. 2 expands on what can happen once the typical standard of Eurocentric beauty is dismantled and gives life to a universe where all walks of life are truly welcomed.

“I didn’t think it would be such a talking point after the fact. The only thing that I could think about was including everyone” – Rihanna Fenty on implementing inclusion into her Savage x FENTY lingerie sizing.

Streetwear buying habits

This article is part of the Streetwear Impact Report . The report includes data collected through two main research methods: consumer survey and industry survey.

How (much) the consumer spends The streetwear consumer demands a hybrid of affordability and exclusivity. New York-based skate brand Supreme, viewed by many as the most influential streetwear brand in the world, has perfected this model, with prices that remain accessible to budget-conscious shoppers despite the ultra-high demand for the brand. Most Supreme graphic T-shirts, depicting visuals or text, range from $38 to $48, while the most coveted items – such as the box logo crewneck, a plain T-shirt depicting only the Supreme logo – cost as much as $158.

Relatively low retail prices give consumers of varying financial means an opportunity to buy, while high demand for the product feeds into the resale market, as product hits the secondary market at inflated prices. For example, Supreme box logo crewnecks that originally sold for $158 resell for a minimum of $500.

About 70% of respondents in our global consumer survey reported an annual income of $40,000 or less.

Still, these consumers are eager to shop. Just over half (54%) of consumers reported spending $100-$500 on streetwear each month, while another 18% indicated they spend over $500. https://strategyand.hypebeast.com/streetwear-report-market-statistics-global-trends

A high percentage – 56%, according to our survey – reported spending an average of $100$300 on a single item of streetwear. Another 16% reported an average spend of $300-$500.

Only 8% of consumers said they would buy items priced at $500 or more, meaning highpriced luxury items are out of reach for many of the streetwear consumers who participated in the survey.

Notably, lower-income respondents were willing to spend up to five times as much on streetwear per month as they were on non-streetwear products. Male respondents reported a slightly higher spend than female respondents while non gender-binary respondents reported spending significantly more.

This timelessness affects the frequency at which shoppers purchase new streetwear goods. Close to half (45%) of consumer respondents indicated they purchase streetwear items once a month, while a third (35%) reported buying products only once every three months. Streetwear consumers are seeking affordable clothing to whet their appetites each month, selecting items for their versatility and scarcity.

These results point to streetwear’s biggest influence: authenticity. Human interaction and influence are of more value – provided the person giving the information has a clear cultural authority – than a nameless digital source. Though consumers value a product’s quality and design, they crave interactions with brands, friends, influencers and creative directors who have deep roots and knowledge in the community.

The top five brands that consumers ranked as most emblematic of streetwear, such as Supreme, Nike and BAPE, have been serving the streetwear community for decades. The only outlier is Off-White™, which launched in 2012. However, its founder, Virgil Abloh, has a long history of working with the likes of musician Kanye West, giving him valued roots in the music and fashion worlds.

The streetwear consumer is ultimately extremely discerning and responds to authenticity and brand legacy. Brands are aware of this, with the vast majority (81%) of industry insiders saying authenticity is the most important factor for companies to succeed in the streetwear market – second only to strong design (89%).

STREET ART AND FASHION

Throughout the process of my final major project I have also been influenced by graffiti and street art. Street art is seen in many places as a way for people to publicly express their opinions and social messages by leaving written messages in public spaces. These can usually be seen in urban or industrial areas.

Because of its versatility, street art allows for several modes of communication and expression. Street art has been implemented into streetwear from graphic t-shirts to photoshoot backdrops. It didn’t take long after the advent of street art in the latter half of the twentieth century for street art to have an impact on the graphic t-shirt market, and that influence continues to this day. Street art blends well with a fashion business that strives to be edgy, outspoken, and fashionable.

Brands such as Supreme and Stussy implement street art in their designs through graffiti style images and typography. There are also many streetwear brands who have collaborated with street artists such as Kaws x Uniqlo. Kaws and Uniqlo collaborated on a limited-edition t-shirt featuring Kaws’ artwork in 2016. Few other graffiti artists have been as successful as Kaws have been. With this being said graffiti is something which I definitely wanted to incorporate into my final major project imagery, such as my photoshoot. As well as this I also want to incorporate the graffiti and graphic style to my styling.

Fashion and Street Art’s Blossoming Relationship

Street art — otherwise known as graffiti — is having a moment in the fashion industry. For an artistic form that is sometimes illegal, often provocative and always unexpected, it’s understandable why. Designers are always seeking the new and more often than not, that means causing a reaction. From Moschino’s graffiti-tagged gowns to Gucci’s recent collaboration with GucciGhost, the people that once riled up fashion’s finest through mocking their money-orientated ways are now being welcomed with open arms.

Of course, this relationship isn’t new. Ever since artist Stephen Sprouse defaced Louis Vuitton bags in a 2001 Marc Jacobs-approved collaboration that led to a $300 million profit, designers have understood that mixing high and low culture will tap into the youth market and bring in a tidy sum.

https://www.thefashionspot.com/style-trends/718223-fashion-and-street-art/#:~:text=Street%20 art%20%E2%80%94%20otherwise%20known%20as,that%20means%20causing%20a%20reaction.

The History of Graffiti in Fashion

At the beginning in New York City, graffiti writers like Phase 2 and Lady Pink started the concept of combining graffiti art with fashion by putting their designs instead of on walls or the side of trains but onto clothing like jackets, shoes, hats, and other pieces of clothing.

This combination created an urban phenomenon that rapidly grew in popularity.

While this was a unique idea at the time, soon, the concept of combining art and fashion would be making big splashes in the fashion industry.

Graffiti art from the walls of cities across the US can be a controversial issue because of its roots. However, graffiti has made its way into the hearts of many people because they find the art form inspiring, raw, and authentic. Anyone taking a closer look finds that beneath the style of graffiti is a rich historical foundation of hip hop, and it's unifying principals and practices of unity and inclusivity. At the heart of all graffiti is a commitment to empowerment and celebration of urban expression

https://thedailyshine.com/pages/the-history-of-graffiti-in-fashion

Street Art and Streetwear Collaborations

Street artists and streetwear have always gone together like peanut butter and jelly, salt-n-pepper, and aerosol cans and freshly painted walls. “Street art” has grown exponentially since its humble beginnings.

Today it includes countless mediums, materials, and styles. Its most prominent artists have risen through the ranks of the art world to earn high respects, both critically and commercially.

Some of the most successful artists became entrepreneurs in their own right. These are the artists who figured out how to monetize their artwork using various mediums, such as galleries, clothing lines, commercial design, and much more. Several have even partnered with established brands to get their message to the masses.

Kaws x Uniqlo Street artist Kaws made a name for himself throughout the 2000s with his cartoon-inspired style.

His work quickly found its’ way into pop culture, appearing on collectible vinyl toys, swimwear, and album covers. While most of these pieces were well received, none had the same cultural reach as his collaboration with Japanese retailer Uniqlo.

In 2016, Kaws and Uniqlo worked together to release a limited run of t-shirts featuring Kaws’ artwork. The shirts debuted in Uniqlo retail outlets worldwide. The first run was so popular that the company quickly produced a second collection to keep up with demand. While many graffiti artist have successful t-shirt lines, few have been as instantly successful as Kaws has been.

https://www.rushordertees.com/blog/top-street-art-and-streetwear-collaborations/

Keith Haring X Swatch The 80s are often viewed as the pinnacle of when street art mixed with high society. They were the era when New York City’s new hip-hop and punk movements first began mingling with the established art gallery and dance scenes. One of the most influential artists of this era was Keith Haring, whose simple figures and childlike letters took the scene by storm. Haring’s work soon ended up on posters, clothing, album covers, and some of the most memorable watches of the decade.

Keith Haring’s initial collaboration with Swatch is a perfect example of artist, brand, and timing all coming together like the elements of a beautiful mural. The Keith Haring swatch collection featured his unmistakable style. While the line featured products for general release, and it also included limited edition models. The collaboration was so successful that some of the limited edition models, which were $50 at the time of their release, are now worth several thousand dollars. Over the last four decades, the artist has went on to design multiple other collections with Swatch.

Cleon Peterson x HUF The L.A.-based Cleon Peterson is known for his monochromatic paintings, which represent symbolic depictions of the struggles of contemporary society.

It is no surprise that merchandisers have been all over him for collaborations for years. Back in 2012, Peterson collaborated with the U.K.-based retailer African Apparel on a t-shirt collection featuring his statement-making artwork.

More recently, in 2016, Peterson collaborated with the gritty lifestyle brand HUF to create an entire streetwear collection featuring his chaotic drawings.

The exclusive run, titled “In Killing We Live,” includes a bomber jacket, crew neck, duffle bag, hats, and a skateboard deck, and is available at only a couple dozen retailers worldwide.

My Consumer From the very start of this journey it has been crucial to consider my target consumer. The target consumer for my final major project is Generation Alpha. Generation Alpha represent the future and provide an insight into the next decade.

Although we don’t know a great amount about this generation yet we do know that they are linked to their millennial parents. Generation alpha are seen to be influenced by millennials and their brand loyalties, however they also have their own goals and values. It is expected that generation alpha will have brand loyalties, passed down from their parent’s beloved brands. Generation alpha’s already stand out from Gen Z in their worldliness and brand awareness. Generation Alpha are unapologetically themselves, disregarding gender stereotypes and cultural norms but still considering how others see them in their online presence.

Increased access to technology means that consumers will have more choice than ever and more tools at their disposal. These resources allow alpha consumers to research and scrutinise their opinions before making their own decisions and choices. To be effective, brands must provide the authenticity and diversity that the future consumers expect. Generation Alpha stands to be the most educated generation to date. They will have increased cultural diversity and individuality. In multiple sources online they talk about this generation being more involved in technology, more likely to be surrounded by college educated adults and even more racially and culturally diverse than the generation before them (Casey, 2020).

These consumers will also be concerned for their rights as individuals. The digitally native generation will utilize the power of social media to keep up to date with the world happenings and to participate in protests.

Generation Alpha is growing up amid a period of significant historical change, having observed key events during their childhood.

As a result, they have shown their discontent by protesting for issues that are important to them. Alpha consumers are expected to face even more times of change and therefore by rebelling against certain matters such as diversity and standing up for rights of themselves and others they will shape the future of society.

https://mccrindle.com.au/insights/blog/gen-alpha-defined/

How will brands reach Gen Alpha?

Gen Alpha is digital-first and tech-driven, so it’s no surprise that social media will be a major gateway in reaching them.

Currently, online videos (24%) and social media (19%) have the greatest influence on Gen Alpha’s purchasing decisions, followed by photos on websites or apps. Gen Alpha tends to be visual and engages best with these types of media. When surveyed about how they would like to make purchases in 10 to 20 years, Gen Alpha respondents said they plan to make purchases using a mobile device (21%), a physical shop (19%), with their minds (11%) and through a voice assistant (9%). If we know where kids are inspired to purchase now and potentially in the future, brands and marketers can build a strong, optimized presence in those channels to shorten the customer journey. Life stages and shifts in shopping preferences will also need to be considered to anticipate the short-term versus long-term points of conversion.

Activism matters.

Transparent, authentic corporate social responsibility will be important. This group will likely prioritize buying from sustainable companies.

Digital first. They’re in front of screens more, and earlier, than any other generation. Sixty-five percent of children ages 8 to 11 either own or have access to a mobile phone at home.

The post-pandemic normal. Social distancing measures pushed Gen Alpha to

rely on digital forums to interact with people; they’ll lean on digital games and the metaverse as meeting places.

https://www.marketingdive.com/news/generation-alpha-who-are-they/619717/#:~:text=Generation%20Alpha%20 is%20the%20next,the%20U.S.%20every%20nine%20seconds.

Social Media Campaigns

https://blog.hubspot.com/marketing/social-media-campaigns#:~:text=Using%20social%20media%20will%20allow,website%20traffic%2C%20and%20drive%20sales.

Improve Brand Awareness

Your business can improve brand awareness through social media by posting your campaigns on a variety of platforms.

You can also use specific hashtags and provide followers with incentives for sharing your content and tagging their friends.

Improving your brand awareness through social doesn’t need to take a lot of time either. In fact, 91% of marketers said they noticed an increase in their brand visibility by only spending a few hours per week on social media. Once you have a plan for your campaign, you will be able to map out exactly where and when it should be posted to keep things efficient.

Connect With Your Audience

Connecting with your audience is important in all types of marketing. In a world with growing distractions and diminishing patience, effective marketing tactics are more important than ever. The good news is that social media has made it easier to connect with potential customers anywhere around the world.

When working on a social media marketing campaign, you want to connect with your audience both on a surface level — through a follow, comment, or a “like” — and on a deeper level — through a relatable post that gets them feeling a certain way about your brand or products.

WHY AM I CREATING A SOCIAL MEDIA CAMPAIGN?

As part of my final major project I will be creating a social media campaign on Instagram targeted at female generation Alpha consumers. By creating a social media campaign I will spread these messages to the next generation of fashion consumers. My social media campaign will include meaningful and engaging posts which will create a sense of community for women. By creating an online community of like minded and positive consumers and providing a safe space my campaign will aim to shine a new light on women in the streetwear industry. I decided this will be a good way to keep my campaign interactive and therefore will target my consumer well.

DIGITAL ZINE I intend to create a digital brand zine to promote my campaign. I believe creating a digital zine will be a beneficial way to convey my brand messages and will also appeal to my consumers.

WHAT IS A ZINE? And though they might look different, zines are extremely powerful. For decades they’ve been a means of sharing ideas that have no place in mainstream culture, giving a voice to those who aren’t usually heard by big publishers. Created to support subcultures, in time zines turned into a culture of their own and became the staples of unorthodox thinking and freedom of expression.

Some people used to believe that the rise of social media would put an end to zines, as Twitter and Facebook are much more effective ways to speak out and to connect.

But zines are still here. They’ve gone digital and benefited greatly from it, on the one hand, becoming much easier to make and distribute, and on the other, keeping those bold and free vibes that people value so much.

#1 E-zines help you engage your audience

E-zines are not for converting or hard selling, but they work nicely for advertising and nurturing. When developing your E-zine, focus on the engagement value rather than sales copy.

Once you’ve started your e-zine, the best place to share it is social media where you can show it off with a beautiful preview. Facebook seems like an obvious choice, but ezines also work well on Instragram, if that’s where your crowd is. And don’t forget about email—it’s a classic and very efficient channel for newsletter type of publications.

https://flippingbook.com/blog/marketing-tips/how-to-use-ezine-in-digital-marketing

Street Locations

TONY GREEN STYLING WORKSHOP

DEVELOPMENTS

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