Louis Vuitton, the head of the parachuted music school, was unexpected and reasonable.
Louis Vuitton has finally settled on the long-vacant creative director seat: rapper and designer Pharrell Williams will fill the position and present his first collection at Paris Fashion Week next June.
The head of the big name in the universe once again "flowed" the non-academic trend player, it seems that LV men's wear vows to go to the black situation of trend culture.
Filipino Dong, who is it?
Pharrell Williams was close friends with former creative director Virgil Abloh, who also collaborated with Louis Vuitton twice.
Virgil Abloh、Pharrell Williams
FII DONG'S RESUME IN THE FASHION CIRCLE IS ALSO VERY BEAUTIFUL, NOT ONLY HAS HE OFTEN APPEARED IN THE FRONT ROW OF CHANEL SHOWS, BUT ALSO HAS LAUNCHED BIG HITS SUCH AS GRAFFITI SMALL WHITE SHOES AND ALPHABET SNEAKERS WITH CHANEL.
IN 2017, HE APPEARED IN THE CHANEL WANDERING BAG BLOCKBUSTER
In 2019, CHANEL launched a collaborative series
Image from Little Red Book@Ying Wu
CHANEL X Adidas x Colette
In addition, collaborative designs such as Adidas and Moncler have emerged one after another, and have established themselves as trendy brands. Filipino Dong, who started out in music, is one of the most versatile players in today's fashion trend circle, and can indeed be called a fashion icon that has been around for a long time.
It's just that the person who used to sit in the front row of the show has been upgraded to a behind-the-scenes operator, and how many successes still have to draw a "? ”。
"Layman" design is not uncommon in the fashion circle. The most impressive player is Kanye, who attracted much attention a while ago, and if it were not for his bad remarks about Jews, he would have been regarded as the most promising candidate to take on the vacant seat at Virgil.
YE、Virgil Abloh
Virgil Abloh、Kanye、Pharrell Williams
His influence in the fashion world is clear for all to see, from the explosion of coconut shoes to the restyling of Kardashian, and he is bound to occupy a place on the list of trendsetters of the 21st century.
Kanye、Kim
Virgil Abloh、Kanye、Pharrell Williams
Justin Bieber 脚踩Adidas Yeezy NSTLD
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Before that, YE's most out-of-the-loop gossip incident had to be his grudge with Mildew. But the success of the fashion industry has made everyone gradually forget that YE itself started as a musician.
Another cross-border trendy boss had to mention Rihanna, and after the termination of his contract with YE led to a big plunge, Ripo became the "world's richest singer" with a value of 1.4 billion. At first, it was just a test of Puma's cooperation series, and then he simply founded his personal brand Fenty, and after upgrading to become a mother, he registered the trademark of Fenty Kids, expanding from clothing to beauty, and Nippon's products have a good reputation.
No matter how good the product is, it can't stand up to everyone's expectations for the Diva stage and new songs, and Nippon didn't disappoint everyone - singing and dancing with a big belly in the Super Bowl halftime show. Of course, the operation of pulling out your own brand and starting to touch up is the most important thing.
The commercial value of Nippon is self-evident, and after she passed through this pair of Salomon X MM6s, the brand search volume soared by more than 800% compared to the previous week. In order to let everyone eat this Amway with peace of mind, Nippa also said intimately that she will sing this year!
Sure enough, compared to the show, fashion leadership in the spotlight has always been "Yang Mou".
The story of two high-traffic riches has given many hip-hop artists new ideas for transformation shortcuts.
The post-90s hip-hop artist Travis Scott is a new generation leader. Many people are familiar with his identity as Kylie Jenner's boyfriend and father of three children, but in the eyes of nightclub hipsters, his music can bounce on the spot as soon as it is played!
The blessing of traffic and works has made Travis's popularity rise, and his collaboration with Nike has become popular on the Internet with the popular saying of "Travis color matching".
This visible influence has the magic of "direct monetization" in the eyes of international big brands, and brands such as McDonald's and Dior have not hesitated to pay for happy cooperation.
So if you ask, are hip-hop artists reliable in design? Stylized trends and extraordinary word-of-mouth influence can be easily grasped, so why not?
The most primitive hip-hop culture came from the black community in New York, a ghetto that was excluded from mainstream society. Under the dark cloud of racial discrimination, black groups are generally poorly educated, and the economic crisis of the 70s has crushed the lives of many blacks at the bottom.
Joining a gang became a new way for this group of impoverished youths to huddle and keep warm, but at that time, the Bronx gangs were chaotic, and there was inevitably conflict. Fighting and killing is not the way to do it after all, so some people proposed to use relatively peaceful methods (such as music and dance) to compete, and they were immediately embraced. Several gangs in the Bronx began throwing parties, repeatedly poking the strongest part of a record on open-air courts and in the wilderness, and people danced to the rhythm, no longer proud of violence, but expressed themselves in rap chanting and cool dancing, seeking a sense of accomplishment.
The four elements of today's hip-hop culture, MC, DJ, hip-hop and graffiti, came into being. MC and DJ are equivalent to field control and BGM, so that the battle has technical support; Street dance is the flower work of the gangs to swear sovereignty and show their talents; Graffiti was originally used to draw flags or slogans, then incorporated artistic components, evolving into what today seems relatively free.
In such a competition, the more distinctive you dress, the bigger your chances of winning. But trapped by economic conditions, many of their clothes are worn clothes that have been passed down from generation to generation and sewn up for another year, so the oversize advocated in today's hip-hop dress is only because the young can only wear the old clothes left by their parents and brothers, and they have a fat and ill-fitting appearance. Over time, it has created an inseparable rebellion and cynicism in the hip-hop style.
The clothes are old, but as a medium for expressing attitudes, you cannot lose in momentum. Therefore, graffiti on clothes, jingling metal accessories become add-ons to hip-hop wearing.
In the 80s, European fashion brands opened stores in the United States, and "I can't afford fashion, but I am eager to embrace fashion" became the common idea of most local rappers.
Fashion brands that emphasize aristocratic ancestry need celebrities as opinion leaders, and grassroots hip-hop culture needs a leading hawker, and Dapper Dan is this one.
He opened a "notorious" clothing store at 125 Harlem, New York - he liked to "integrate" Gucci, CHANEL and other big-name logos into hip-hop clothing and sell it to his compatriots. Such behavior is essentially a copycat, and although it has been accused by the brand, it has successfully connected hip-hop clothing with high-fashion elements and begun to penetrate the lives of ordinary people.
In 2022, Dapper Dan X PUMA collaboration series
In 2022, Dapper Dan X GAP collaboration series
The fashion influence of hip-hop spread to the general audience in the 90s. At the time, Snoop Dogg appeared on Saturday Night Live wearing a Tommy Hilfiger sweatshirt, and after the show aired, the same model was sold out. Tommy Hilfiger also invited hip-hop artists Aaliyah and Usher to shoot commercials in commercials, making it the hottest brand until it was gradually replaced by Supreme in the late 90s.
After the turn of the millennium, luxury brands took the initiative to embrace rappers and invited them to shoot short films for brands. Rap stars seem to have a hunch that their skyrocketing careers are enough to spawn a huge market, paying more and more attention to stage styling and daily wear, pushing hip-hop fashion to a climax.
Today, they are free to share the fashion industry's cake.
To celebrate the 50th anniversary of hip-hop,
Bilboard teamed up with VIBE Magazine
50 "Greatest Rappers"
It's not so much an era of fashion hip-hop as an era of African-American awakening. As we all know, people of color have been oppressed and even discriminated against in the United States for a long time, and many film and television works, such as the Oscar-winning film "Green Book", have been reflected.
This "let go" ethos dates back to 2002, when Harry Berry became the first African-American actress winner in Oscar history with "Death Row Dance". She blushed on the podium, counted the names of black actresses, and confessed that her trophy belonged to all of them.
Since then, African-American actors have become regulars on the Oscar list, and works about people of color have become another way to "curry favor" with academics. Even Disney has repeatedly selected African-American actors to play the role of princess in order to enrich the character attributes, even though it is controversial, but this "correctness" makes fans dare not speak out.
Diverse aesthetics are not limited to the film and television industry, as early as the 90s, African American models also began to emerge in the American fashion industry, Iman Abdulmajid is one of the leaders.
Cultural conservatism, family opposition, upheaval life, discrimination by people of color... Iman's path to fame shows how difficult it is for African-Americans to get ahead in the United States, and this environment also shapes her strong side (in comparison, the environment for African American models in the UK is much better).
Today, the images of African-American models galloping on the runway have long been common, and they have even made a splash by virtue of their racial advantages.
Looking back at the big names with "aristocratic" blood, why do they frequently throw olive branches to the "grassroots"? Undoubtedly, the careful thinking of designers as "spokespersons" is one of the reasons, but on the other hand, brands can also create a stronger and more positive brand image in this way.
Image source: Brand / Sina Weibo / Ins