In the fashion circle, it seems that there are always some items that are labeled as "very vulgar", or because they are too practical in nature, so that no one will include them in the ranks of fashion items.
Another situation is that their main consumer groups are too representative and can easily create a stereotype, which has long prevented them from being linked to fashion.
Let me emphasize here that we are not talking about Chunky Sneakers, jackets covered with logos, etc. that have become mainstream following the retro resurgence.
But there are few items that are favored by fashion designers and It Girls: UGG snow boots that shorten your height as soon as you wear them, BIRKENSTOCK that Olivia Palermo once disliked and said she would never wear in her life, and only for grocery shopping. MELISSA jelly shoes, or the bloated down jacket that is a must-have for tourists...
However, no brand is born to be rustic. In the past, it was considered to be unsuitable for young people's tastes, or items that could not cross the "threshold" of fashion trends. Gradually it began to shine and gradually became a fashion powerhouse with quality and volume.
In this world where everything is becoming more and more flat, we no longer seem to use a superior sense of superiority to examine these brands and items that have been ignored and undervalued for a long time.
After reading this article, you may be impressed by them -
They have not always been in the same place, but are constantly seeking breakthrough points for coolness, making a beautiful turnaround, and renewing the younger generation of shoe and clothing enthusiasts. The definition of "fashion".
Tabi, once known as "donkey's hoof", has now become one of the items that can represent an era.
Ugly shoes have turned into trendy shoes.
From UGG to MELISSA
As a shoe that is characterized by "ugliness", it has made a name for itself in the fashion circle. As a shoe brand, UGG is familiar to you. It is no exaggeration to say that its impression in everyone's mind has long been ingrained.
It is like the endorsement shoe of "Mom thinks you are cold". It has become an untouchable minefield in the wardrobe of consumers who pursue fashion trends. Even if the most popular combination in the universe, the "Three KFC Sisters" wear it at the same time, they may not be able to make it. It looks a little funkier.
Unexpectedly, on the occasion of its 40th birthday, this snow boots brand that has always been ridiculed by the crowd launched an unprecedented wave of outstanding joint projects, which instantly brought back the revenue in 2019. Anyway, Bof's The official report is that it increased by 1.7%.
KITH WOMEN Internet.
UGG has launched a wave of collaborations with Heron Preston, one of the main forces of DONDA, mastermind JAPAN, the leader of in the daily trend world, BAPE, who has made a name for himself with camouflage and ape-man heads, and WHITE MOUNTAINEERING, the leader of the "mountain series" .
WHITE MOUNTAINEERING X UGG 2017-2018 Autumn and Winter
mastermind JAPAN The boots show a sense of outdoor functionality with traditional ethnic meaning.
In addition, Glenn Martens has also been included in UGG's cooperation plan. Those exaggerated fur one-piece boots were sent to the Y/PROJECT 18 autumn and winter stadium, giving us a new understanding of Glenn's humorous and artistic fashion techniques. understanding.
UGG has indeed received a lot of "eye-rolling" in the fashion industry, but if it is really said that it is "blackballed" by fashion people, Crocs say that they are second, and it is estimated that no shoe dares to claim to be first.
However, no one expected that this pair of plastic shoes, which had been pushed to the edge of the shoe design world, would actually be appreciated by Demna Gvasalia, who not only put them on the BALENCIAGA show, but also pinned them with the BALENACIAGA family medal. By the way, It was given a name, "FOAM".
Perhaps Demna just wanted to use CROCS to create an alternative aesthetic that takes "ugliness" as beauty, setting off a "fashion revolution" with Eastern European blood flowing in the fashion industry that has been lifeless for a long time, but it also opened the door to CROCS. The gateway to the world of fashion trends.
Los Angeles street brand PLEASURES "X-rayed" it,
Chinatown Market planted lush "turf" inside and outside, and British designer Christopher Kane inlaid it with gems and covered it with fur, and each one was treated better than the other.
If UGG and CROCS can be considered "easy to get along with" Ugly Chic, then Birkenstock from Germany is really a bit of a "big name". It first refused Demna Gvasalia's cooperation invitation. President Oliver Reichert also said that this was tantamount to selling the brand. .
It didn’t take long for American pioneering designer Rick Owens to break Birkenstock’s insistence and use practical actions to prove that this sentence “really smells good”. Three shoe styles highlight the designer’s dark punk, rebellious and uninhibited aesthetic DNA.
In addition, Birkenstock also collaborated with Berlin’s avant-garde street unit 032c to launch a wooden shoe embellished with the 032c badge.
also invited the famous German photographer Christian Werner to take the photo, and even the model used 032c’s fashion director Marc Goehring.
Melissa, who has Brazilian ancestry, is even more powerful. Although she is nicknamed the soft and clear "jelly shoes", she gives everyone the impression that they are cheap rather than sweet. She is even ridiculed as a "crystal shoe" that aunts only wear when shopping for groceries. . What is unexpected about
is that its cooperation list is a long list of heavyweight star designers: such as Vivienne Westwood, Karl Lagerfeld, Jeremy Scott, Rei Kawakubo, and even the architect Zaha Hadid.
After appearing on the runway of Comme des Garçons for two consecutive seasons, it has been favored by the emerging French designer Marrine Serre.
and
have teamed up to create a flat-soled Mule slipper. Set off by clothing with a futuristic meaning, Melissa instantly got rid of the stereotype of "jelly shoes". In the past, they were criticized as cheap plastic materials, and actually became avant-garde. It feels futuristic again.
Down jacket launches fashion project
MONCLER GENIUS Canada Goose They are determined not to wear long johns or down jackets.
Our Beckhams are the representative of resolutely not wearing down no matter how cold it is.
I don’t know since when, the fashion industry has also begun to be "afraid of the cold". Down jackets are no longer a "minefield" in the fashion industry, and have even become a popular As a symbol of the forefront of the trend, some people even began to walk on the catwalk wrapped in "quilts" and turned into "walking quilts".
Don’t believe it? Look at Viktor Rolf's show, the models' hair was "sleeping" and fried...
Vetements collaborated with "Big Goose" Canada Goose in the spring and summer of 2017 to create two double-sided and two-color down jackets, which set off the "not wearing it well" Jacket" fashion trend.
and Rick Owens' 2017 autumn and winter show staged an unprecedented "quilt" party.
On the other hand, Demna Gvasalia showed off the tricks of crazy layering of clothes at the BALENCIAGA 2018 autumn and winter show. Please note that she layered 9 pieces at once, including down jackets.
In one sentence, the more bulky, the more fashionable. At this time, down jacket brands are also starting to make moves.
Sure enough, the down jacket brand MONCLER, which was once considered to be worn only by the nouveau riche, launched a jaw-dropping creative project in February last year - MONCLER GENIUS, and suddenly became a brand that attracted worldwide attention. "Fashion Creative Incubator".
What kind of plan is this?
MONCLER closed its two fashion lines, Gamme Rouge and Gamme Bleu, and hatched the concept of "One House, Different Voices", inviting eight designers with different styles to create new down jackets.
Moreover, these eight designers are all star designers and managers who are currently in the limelight. This lineup is a fashionable "luxury package" with both fashion meaning and trendy atmosphere.
For example, there are VALENTINO creative director Pierpaolo Piccioli, Rei Kawakubo's protégé Ninomiya Kei, London Men's Fashion Week new force Craig Green, Irish emerging designer Simone Rocha...
There is also a well-known "godfather" figure in the fashion industry Fujiwara Hiroshi , Matthew Williams, the manager of 1017 ALYX 9SM, and Francesco Ragazzi, the designer of the Italian brand Palm Angel and the artistic director of MONCLER...
At first glance, it sounds very powerful, but from the perspective of the wearer, the name of the designer Although important, the style of wearing a down jacket seems to be more practical, so how fashionable can a down jacket be?
In the hands of Simone Rocha, down jackets are infused with romantic femininity: there are warm hoods inlaid with pearls, warm yet weird red straps, layered cake skirts, cherry blossoms dotted on the clothes...
And the down jacket designed by Craig Green is like a "wearable residence" like an airbag.
He integrated the iconic ropes, drapes, splicing elements, and the collision of saturated colors into exaggerated armor-like silhouettes, which are more like art installations than clothes.
The MONCLER down jacket created by Matthew Williams continues the strong sense of high functionality and outdoor style of 1017 ALYX 9SM.
A translucent waterproof jacket is wrapped in a suit with clean and three-dimensional silhouettes, reflecting the designer's precise grasp of the balance between streetwear and industrial aesthetics.
Although the blessings of designers have made the MONCLER GENIUS project dazzling enough, MONCLER is pursuing victory again this year.
invited Will Smith, a heavyweight star in the street culture world, to star in the advertising blockbuster "Genius is Born Crazy", and the photography was done by photography giant Tim Walker.
It is worth mentioning that this is the first time in Will Smith's career that he has appeared in a fashion advertising blockbuster, which also means that the essence of MONCLER is the powerful force of continuous evolution and innovation, breaking through mediocrity.
Full of fashionable suitcases
RIMOWA’s fashion experience
Suitcases have always been rarely regarded as one of the fashionable fashion accessories, because its most important function is to withstand wear and tear. If you dare to buy LOUIS VUITTON, please check it directly. Pretend you haven't seen this sentence.
However, recently, there is a suitcase that has really become the "envy of suitcases" in the fashion industry, making suitcases a fashion accessory that is even more eye-catching than fashion. It is RIMOWA.
Although
created a joint luggage case with Supreme and Virgil Abloh last year, and when it was revealed that it was collaborating with AMBUSH at the beginning of the year, many people jumped out and questioned:
Isn’t this just a gimmick with the hottest brand at the moment?
But when this suitcase appeared in the DIOR MEN 2020 spring and summer show created by Kim Jones in different sizes, everyone began to suddenly realize that RIMOWA had broken away from the definition of functional travel luggage and became a high-end fashion house. part.
Actually, if we turn the calendar forward, RIMOWA has already appeared on the FENDI show, which is becoming more and more street-like at the end of 2017. The signature double F LOGO is all over the inside and outside of the classic aluminum alloy suitcase.
Today, as the street world and high fashion become increasingly integrated, the cooperation between RIMOWA, FENDI and DIOR MEN is undoubtedly a win-win initiative that helps and encourages each other.
What’s even more interesting is that when RIMOWA announced the 120th anniversary of the brand’s birth last year, it invited Virgil Abloh, AMBUSH designer and DIOR MEN jewelry director Yoon Ahn, and tennis legend Roger Federer to shoot the “Never Still” advertising video.
This year’s cast lineup has become DIOR MEN design director Kim Jones, NBA superstar LeBron James and Chinese pianist Yuja Wang, which is full of highlights.
Cooperating with fashion designers and celebrities is not enough. RIMOWA is also constantly developing in a more artistic direction. At the end of last year, it cooperated with the national treasure artist Olafur Eliasson.
creates luggage stickers inspired by the artist's exploration of a range of elements in nature, with all proceeds going to Olafur's Little Sun Foundation energy projects. Two months ago,
teamed up with the famous New York sculpture artist Daniel Arsham, the artist who created the "Futuristic Site" show for DIOR MEN 2020 Spring and Summer.
They created a luggage sculpture that made the avant-garde, modern RIMOWA look like it had been excavated from an archaeological site, and auctioned it at Sotheby's.
Nowadays, it has become a suitcase that every fashionable person has. Even if you have to fly a long-distance flight of more than ten hours and don’t want to wear a fancy dress and a full face of exquisite makeup, carrying a RIMOWA suitcase seems to be enough. Explain your identity in the fashion industry.
In the past, in the eyes of many people, some brands had an impression that they had nothing to do with "fashion" or "trend" because they placed too much emphasis on quality and performance, or because of the market response in the past few decades.
However, as the standards of good and bad taste gradually blur, functionality and aesthetic design gradually become integrated, and even functional beauty has become a way for designers to break out. These items or brands were previously regarded as fashion "insulators" , is also completely slapping the once-high-ranking trendy “elites” in the face.
In the ever-changing fashion world, nothing can have absolute superiority, and this is the fun of fashion.
The pictures in this article come from the Internet, the copyright belongs to the owner, and the text is original to the blogger.
Text assistant for this issue: Karen
The author is NetEase News·NetEase account "Everyone has their own attitude" contracted author
