ERD| What are the unhappy rich second generations wearing?
has such a figure in the fashion industry. The wealth of his family has made him lead a life of drunkenness, trouble in school, and entering the drug rehabilitation center.
Henry Levy, a designer from Atlanta, USA, created the brand "Enfants Riches Déprimés". It means "the melancholy rich second generation", how did this seemingly decadent designer push the brand Enfants Riches Déprimés to the altar?
Henri, who was born in Atlanta, USA in the 1990s, has a very good family environment since he was a child. His parents made a lot of money by making water filtration systems. Obviously, Henri's growth is also inseparable from the convenience that his parents brought him: traveling around Europe, being able to have fun with friends, and pursuing his ideals without scruple. Henri said: "My parents just want me to visit museums and listen to operas, but I don't mind. I have been interested in art since I was a child, but these things did not resonate with me."
This kind of empty life of drunken gold and gold made Henry Levy often get into troubles and become addicted to drugs since childhood. A group of "melancholy rich second generations" until after being released from prison, Henry was admitted to the UCLA Art Academy and learned of this exciting news. Because of excessive excitement, Henry became very excited again and was admitted to the hospital. After
entered UCLA Art School, Henry found a sense of belonging in life and devoted himself to studying art.
He is determined to use his life experience and what he saw as inspiration to establish a brand that includes "subculture" and "punk culture". The pinnacle of
ERD's tribute to subculture comes from FW16. The tribute to Lou Reed, the flag of the indie rock industry throughout the quarter, can be called a personal cult:
The melancholy rich second generation was born. He took the punk rock of the 70s and the Japanese avant-garde design Deconstructionism is fused together, and the unique hand-painted design and graffiti embodies the "nothingness" fashion concept that Henry has always wanted to embody. The anti-fashion design of
stands out in the current fashion field, and ERD’s marketing strategy is similar to the elite education received by the rich second generation. Retailers always keep the quantity of goods small and precise, and the single product itself is based on high prices. , Making it fundamentally exclude the first wave of mass consumers. The uniqueness of the design style and concept locks in the niche taste groups, but also attracts a large number of celebrity customers.
Asian trend culture leader G-Dargon Quan Zhilong is one of the first top-body ERD stars.
also has many well-known celebrities such as A$AP Rocky and Kendall Jenner who also have a soft spot for ERD.
erd mainly relies on the concept of deconstructionism and diy, trying to resist the luxurious fashion world with a large proportion of clothing. One of the core concepts of
is high prices. T-shirts range from US$300 to US$1,000, and high-end custom jackets can cost US$95,000. erd has always adopted a business model of artificial scarcity. All styles are sold on a very exclusive basis, so the quantity is relatively small. The crazy upper body of
stars made this "rich second-generation" brand no longer stand alone, and entered the public eye. Although ERD does not take the matter of celebrity upper body so important, it is indeed a reason why many people are willing to pay for it.
hand-drawn patterns, worsted cotton and time-consuming destruction of the old process are also reasons for the high price. It is not difficult to see that the design of Enfants Riches D é prim é s contains strong youth culture and punk elements, which integrates music and art, and connects the seemingly contradictory punk and capitalism together.
's brand concept and expression are also related to his own experienceClosely related, not pretending to be melancholy and deep. I think this is also a very important reason behind the success of erd, because false emotions and expressions without background will eventually be eliminated. Although business has always been a necessary way for artistic expression to obtain realistic value, in today's society, the truth is straight to the heart. When the expression of "appears, there will always be a large number of people cheering for it.
