The New King Of Style

Written by Ariel Frankeny

Streetwear: The New King of Style – Featured in BELLO issue #164

When it comes to modern fashion, street style is king. Long gone are the days that only the runway shows and fashion editors of the world determined what we wore – now, the street rules it all.

But why this sudden shift? If you take a step back, this shift isn’t so unexpected after all. What we wear often represents the way that we think, reflecting cultural changes and other influences. It has always been around – it’s simply the level of influence that has changed.

The Current Success of Streetwear Style
The current success of streetwear is often credited to Vetements designer, Demna Gvasalia, the man who brought puffer jackets to the Balenciaga runway. However, there are other elements at play – namely social media, accessibility, and evolution.

With the rise of social media has come the opportunity for new brands to cater to up-and-coming “cool kid” style. Trending style is now more accessible than ever before, offering brands a window into the ever-evolving styles and times. Consumers and influencers are also more accessible with social media, offering the opportunity for more efficient marketing and branding.

Take it from Demna Gvasalia, aforementioned – he worked to create a cult streetwear brand in Vetements via social media that eventually earned him a spot as Creative Director at Balenciaga. He tapped into the need for real street style with an individualistic edge that was portrayed perfectly via moody, relevant imagery and videos on social media, winning him a fiercely loyal fan base.

In addition to the influence of social media, the increased accessibility of streetwear style has played a huge role in its success. While luxury style is often unattainable by the average person, streetwear has consistently been affordable and is accessible to anyone.

For example, Jerry Lorenzo, founder of cult-favorite Fear of God, tapped into this influence by pushing his way into the market with multiple levels. By targeting a younger audience with his lower-priced PacSun-sold F.O.G. collection and luxury audiences with his high-end Fifth Collection, he was able to overtake streetwear as a whole, making his designs accessible to anyone who wanted to wear them.

The final piece of streetwear success lies in its continual evolution. The popularity of streetwear style ebbs and flows with the cultural times, changing as we change how we think and act.

The ultimate example of this principle is SUPREME. Founded in 1994 as a skateboarding and streetwear brand, SUPREME has continually evolved with youth culture to stay relevant and on-trend. And with the rise of Instagram, SUPREME has reinvented itself yet again, pushing its iconic streetwear style to the forefront of modern fashion and cultivating a whole new base of customers.

But what is truly unique about the streetwear style is the cycle of influence which allows for young, up-and-coming brands to play a part in changing the industry. Rising brands such as PARAVAL.US are able to add their unique point of view to the ever evolving conception of streetwear style, reversing the traditional trickle-down style of luxury fashion and providing inspiration for big-name brands.

So what comes next for streetwear style? Only time will tell.

About The Author

Aleksandar Tomovic
Editor in Chief

French photographer (of Serbian Origins) lives and works in Los Angeles. Known for his celebrity fashion editorials and recognized around the world for his european esthetics and american efficiency.

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