Business - March 11, 2018

Streetwear brands are getting a High Fashion makeover

Yes, that’s right! High fashion designers such as Louis Vuitton and Burberry are collaborating with street artists to create new remodeled high-end crossover pieces to dress celebrities.

The idea is to use the celebrity status to appeal to the next generations of luxury lovers.

For the coming spring/summer 2018 seasons, streetwear-inspired style is one of the biggest themes on the runway, from London to Milan and Paris.

“Over the last few seasons, this trend has been dominating the runway shows,” says Elizabeth von der Goltz, Net-a-Porter’s global buying director to Style Magazine. “Last season, luxury brands were interpreting this concept and adding their own signatures.”

Luxury brands are targeting millennial consumers using digital platforms, product diversity, and creative storytelling. Von der Goltz also says the trend has been fueled by millennials because they believe in individualism, and streetwear brands focus on their own individual style instead of “trying to fit in.”

However, through collaborations with streetwear brands, established luxury houses get to engage with the millennial generation consumers who are already buying into the trend and style.

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