Gen Yers’ gloomy financial future is well-documented, making indulging in high fashion less feasible than it has been for older generations. In response to this reality, luxury label Off-White is hoping to win over Gen Y buyers – and their loyalty – by releasing entry-level collections they can actually afford.
Fashion plays a major role in young people’s lives, providing a way to express their identity. It’s particularly important for Gen Zers though, for whom style choices are determined by myriad factors. What’s moulding their approach to apparel, and how are they pushing fashion boundaries?
Can tech be timeless? How are high-end brands courting style chameleons? And is status still about flashing bling? In this part of the 2019 Expert Outlook, we speak to three experts about why people want luxury to be more personality-driven and how they expect brands to engage them online.
From Run-DMC’s ‘My Adidas’ to Migos’ ‘Versace’, hip hop has a long-standing relationship with fashion. But where rappers once vied to get recognition from haute couture houses, today it’s the labels that are doing the courting. How are luxury brands tapping the cultural cachet of rap royalty?
As seen in Fendi’s FW18 collection, ‘logomania’ has returned to the fashion and luxury market. As younger luxury buyers choose to flex their big-ticket purchases on social media and international markets fall in love with heritage narratives, the logo is once again king.