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Fibre2Fashion
Published
Dec 29, 2017
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Rise in luxury brands partnering with streetwear: Report

By
Fibre2Fashion
Published
Dec 29, 2017

There is an increase in the number of luxury brands taking style inspiration from streetwear and incorporating sportier and casual urban aesthetics into their designs, says a recent report.


Louis Vuitton


Luxury brands are adapting to changing times and striving to connect with a younger and diverse customer base, grooming the next generation of loyal luxury customers.

Luxury brands and retailers are establishing exclusive design and marketing collaborations with streetwear labels, hip-hop and rap recording artists and entertainers, and fashion and social media influencers, says 'Luxury Meets Streetwear' report by Fung Global Retail Tech, a research and advisory firm.

Several luxury goods labels have profited from hip-hop and streetwear-inspired collections over the past few seasons. Multiple luxury fashion houses, as well as the Louis Vuitton and Givenchy brands, have been partnering with streetwear brands and introducing sneaker- and streetwear-inspired products.

Multiple luxury fashion houses, as well as the Louis Vuitton and Givenchy brands, have been partnering with streetwear brands and introducing sneaker- and streetwear-inspired products.

Louis Vuitton partnered with the Supreme skateboard brand on a design collaboration that apparently generated €100 million ($117 million) in sales. The collection, which was sold in pop-up stores in major cities worldwide in June 2017, included T-shirts, hoodies and bags emblazoned with Supreme’s white logo on bright red Louis Vuitton patterns.

"The historically conservative luxury goods industry is striving to attract a more diverse and younger client base. We believe that luxury goods companies will increasingly need to innovate and keep up with millennial and Gen Z trends in order to capture and grow sales among the younger generations," the report stated.

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