Postmodernism is a period of art history dating back to 1978 that has challenged typical traditional values and the way people live. From same sex marriage being legalized to more women taking over the workplace it is inarguable that our society is rapidly changing and the birth of new fashion trends, including streetwear, are therefore made as a result.
What exactly is streetwear?
As the dictionary states, streetwear is “casual clothing of a style worn especially by members of various urban youth subcultures.” It appeals to the ‘care-free’ nature a skateboarder in California might wear while still being comfortable normally consisting of bright colors and radical graphics. Streetwear is not a new concept, but its spike in popularity has affected luxury labels and left a lasting effect on our generation—It’s a fashion trend that is a product of postmodernism and the manifestation of pop-culture.
“What’s old is new again” my Mom said to me as she gave me her vintage college sweatshirt. I felt cool knowing that none of my friends could buy the same one and copy me. T-shirts, hats, and sweatshirts have become a way of expressing your interests. It’s become an artistic outlet for the youth to show how they are involved in society and a part of something greater than themselves.
With the movement popularized by a younger demographic, brands have curated collections marketed towards millennials using bold colors, unique designs, frequent drops and collaborations with other brands. For example, in the Winter of 2017 Louis Viton teamed up with Supreme launching a limited slew of accessories and bags.
As young models market products on the runway and online via social media it has given newer generations a platform to say what is ‘in’ for fashion; Even celebrities have hopped on the bandwagon. Kylie Jenner for example built upon her existing fame by creating The Kylie Shop. She was a marketing genius using her family name to build a brand consisting of unique logos and designs. Her fame, pop-up stores and personalization of the packaging made it sell out though. A simple handwritten letter never goes unnoticed by me. Here is a post Kylie made on her Instagram self-promoting her merchandise in a graphic tee, another example of streetwear.
A more relatable example is Danielle Bernstein who has made a name for herself entirely through her fashion blogs where she tags brands and products making commission off her posts. Bernstein is a Wisconsin dropout who is now the founder and face behind the fashion blog WEWOREWHAT. She became a point of reference for the ‘streetwear crowd’ and almost a service making online shopping easier with just a few clicks. Often featuring streetwear style on her Instagram she has garnered over 2 million followers and was placed on Forbes 30 under 30 list before the age of 25. Here, she is wearing a timeless washed out denim with a colorful tie dye tee shirt and aviators to accessorize; This is the perfect example of streetwear in action or as she calls it OOTD (outfit of the day).
From paparazzi taking pictures of celebrities in Champion sweatshirts to models walking down the runway in high-end streetwear, there is no doubt we live in a time where comfort meets fashion. Looking ahead, I am excited to see what brands we will be talking about in the future as it doesn’t seem like this movement will stop any time soon. If my predictions hold correct, maybe one day I will be handing down the same college sweatshirts to my own children.
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