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The Upwards Trend of Designer Brands
“Hip-hop is one of those musical art forms that’s been based on advertising... The whole art form has been about speaking about the context and sort of describing it with brand names, and also saying, ‘Hey, this is a status symbol.’… I think what we’re seeing now is a sort of crescendo of a great merger between music culture and objects, brands.”
- Virgil Abloh, founder of Off-White
Streetwear has been gaining momentum as a popular clothing style among members of the new generation. This is illustrated through the rise in popularity of 'hypebeast' brands such as Supreme, BAPE, and VLONE, as well as the gradual integration of streetwear silhouettes within designer brands. Gucci sneakers, Balenciaga 'dad' shoes, Burberry hoodies, and Louis Vuitton belts have become the dress code of the new generation.
The upwards trend of designer brands in today's generation can be accredited to the popularity of hip-hop music and culture within their society. Labels of high-end luxury brands such as Chanel and Rolex are sprinkled into the lyrics that thousands listen to as a way to show off (or 'flex') one's status and wealth.