WHY STREETWEAR? Streetwear despite being hard to define,
Parallels can be drawn between today’s
has helped to boost global sales of luxury
streetwear culture changes and the impact
goods by 5% in 2021. (Beauloye, 2022) A
on culture and social change Chanel had in
constantly changing sector streetwear rose
her time. Chanel’s defining of style reflected
as an expression of wider cultural, social and
the social change of her time leaving restrict-
economic shifts. Propelled by brands and
ed corsets behind she gave functionality and
designers such as Off-White, Virgil Abloh
practicality a new meaning using the ‘street
and Demna Gvasalia streetwear has taken
styles’ of working class men to recreate the
over the luxury market. However, before its
definition of femininity. This can be compared
dominance in luxury, streetwear brands were
to how streetwear has redefined what
those built for those who are different and
‘luxury’ is over the past few years. Luxury
have a statement against normality. This
brands have slowly tailored their offerings to
philosophy underpins many street brands’
include ‘streetwear’ items understanding this
identities something Gen Z respect, under-
is where the youth can be found, while
stand and trust in. Streetwear is built for the
interpretations of the style are wide and
youth allowing them to express themselves
diverse, the original codes of streetwear still
and identities through fashion, hence its
persist, and they are the driving force behind
popularity within Gen Z. Its exclusivity is
the larger market.
contingent on knowledge creating a deeper foundation in brand-consumer relationships,
Therefore, for this campaign to draw a
the consequent hype culture created from
new emotional connection to Gen Z, it will
this exclusivity in turn builds new
seek to use the philosophy of streetwear to
communities of people who share common
build relationships with the youth. A take on
interests. Streetwear stems from cultural
streetwear from Chanel will show the
phenomena’s such as skate culture, 90s hip
understanding of what is important to this
hop, increasing urbanisation, want for
generation, giving them the excitement and
community and comfort dressing and
authenticity, they crave from creating an
represents more than clothing but a lifestyle.
exclusive collaboration such as this.
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