On March 26th, 2018, Virgil Abloh, founder of Off-White, is named the artistic director of the Man collection of Louis Vuitton. The streetwear style, badly seen previously, reconquering the world of the Fashion. You also have Supreme success with the Parisian store, Tracksuits at Chloé and down jackets at Balenciaga…
Streetwear culture and luxury brand matching are not so new. At the end of the 70’s, a couple of stylists Marithé and François Girbaud created the baggy, the African waistline style (overcoming the underwear of the pants) and the X pockets. Brands raise the streetwear in the rows of the luxury ready-to-wear clothing and made go down, in the same breath, fashion show in the street.
Virgile Abol is not the only one to revolutionize the actual luxury goods industry. A lot of artists like Kanye West or Pharrell Williams participate to change the image of the luxury codes. Luxury brands want to appeal the millennials. They grow up in a society where to appear is important. They will be capable of spending all their money to obtain a piece, which can differentiate them others. It’s maybe why the industry of the luxury matches so well with the Street style.