The lines were getting blurred in luxury fashion in around ten years ago. Brands were searching for new was to reach younger buyers with an on the bottom line. Suddenly, streetwear became all the rage in a business always looking for a new trend. Heritage fashion houses decided going down stream was the way to go. Suddenly, gaining street cred became more important than the most spectacular fashion show. LVMH’s Louis Vuitton appointed Virgil Abloh as the menswear creative head. The most curious stage of this period was the collaborations of luxe and everyday fashion.
Nowhere did I find this more untypical than the Adidas and Prada sneaker partnership. A sneaker normally selling for $80, got spiffed up with some leather pieces, a monogram logo starting with a P, suddenly the price was $500 and upwards. Obviously this citywear trainer was aimed at Gen Z buyers wanting a piece of the aspirational life. For moment if stratospheric priced sneakers were the new seasonal black, Dior introduced Chucks. Kayne West had a collection of high priced sneaks also. The popular, in my opinion hideous, Balenciaga oversized sneakers were a must have for the under 30 crowd.
But for reason, this Milan meets Herzogenaurach brands felt painful. The Trifoil labeled boxes sitting in a Prada Boutique stood out like a second thumb. For some reason the image of young people hanging out at a stodgy store buying a pair of pricey shoes gave me doubts.
This phase ended with little fanfare but the residue may have left stains. The lines have been blurred. Fashion brands are still trying to figure out what they want to be for whom. Before the categories were rigidly defined. Luxury on one side, streetwear on the other side. Both are still trying to meet in the center with vague results.