As the Hip-hop music industry is being commercialized from underground HipHop it has also uproared the market for Streetwear fashion all over the world. Hip-hop culture has had the biggest influence on street culture, informing plenty of the style trends and clothing brands that rose to prominence. In just a few decades, it evolved from just a mere subculture to the most dominant culture in pop. In the last two decades Luxury fashion brands such as Gucci, Channel, Balenciaga, Burberry, Louis Vuitton etc have tried their hands at street-wear fashion making a trend worldwide. What made this subculture stand out among the other subcultures making is high fashion in the apparels industry:
Celebrities endorsing streetwear brands-
In recent years, celebrity endorsements have become increasingly common in the streetwear industry in India. Here are a few examples of celebrities who have endorsed streetwear brands in India. Celebrities like Ranveer Singh who is known for his eccentric style and vibrant personality has endorsed GullyGen, a streetwear brand inspired by the street culture and hip-hop scene in India. Ranveer’s association with the brand helped promote its urban and edgy aesthetic. Punjabi singer Diljit Dosanjh launched his own streetwear brand called Urban Singh. The brand combines elements of Punjabi culture and street style, and Diljit’s popularity has played a significant role in its success.The collaborations between celebrities and streetwear brands often help bring together fashion, culture, and the influence of popular personalities to create unique and appealing products.
The rap effect-
In India, rap culture and music have played a significant role in popularizing streetwear and transforming it into high fashion. Rap artists and their fashion choices have had a significant influence on shaping the streetwear scene and elevating it to a high fashion status. Rappers like Raftaar, Badshah, Divine, Emiway Bantai etc have streetwear-inspired fashion sense, characterized by oversized hoodies, baggy jeans, graphic tees, and statement accessories, resonates with the youth culture in India
The influence of rap and hip-hop culture on streetwear fashion in India has led to collaborations between rap artists and fashion brands. For example, rapper Naezy collaborated with PUMA to launch a limited-edition sneaker collection inspired by Mumbai’s street culture. Such collaborations not only bridge the gap between streetwear and high fashion but also bring a sense of authenticity and credibility to the fashion scene.
Furthermore, the rise of independent rap labels and collectives, such as Azadi Records and Kalamkaar, has created platforms for emerging rap artists to express themselves artistically and showcase their unique fashion sense. These artists often incorporate streetwear elements in their music videos, performances, and personal style, further influencing the fashion choices of their fans and followers.
High Fashion brands are trying their hand in streetwear fashion-
It’s not uncommon for high fashion brands to explore and incorporate elements of streetwear into their collections. High fashion brands are increasingly venturing into streetwear fashion to cater to the changing tastes and preferences of consumers.
These brands understand the appeal of streetwear’s casual and edgy aesthetic and its ability to resonate with younger demographics. Brands like Gucci, Louis Vuitton, Off-white etc brands have indeed been exploring the realm of street fashion in recent years.
Traditionally, high fashion brands focused on luxury and haute couture, but recently they have recognized the growing popularity and influence of streetwear and have collaborated with streetwear labels or incorporated streetwear elements into their collections to tap into this trend and reach a wider audience. By blending high fashion aesthetics with streetwear’s casual and urban styles, these brands aim to create a unique and accessible fusion of both worlds. This cross-collaboration has resulted in amazing results that combine the craftsmanship of high fashion with the urban edge and street-inspired designs of streetwear.
Designer streetwear doesn’t seem to be disappearing anytime soon, despite the appearance that the fashion industry is always changing due to the arrival of new trends and styles every season. The streetwear boom is still going strong thanks to innovative marketing strategies and high-quality gear. There is still a frenzy surrounding each new Supreme release, and brands are still working together to produce stunning new collections. It remains to be seen if streetwear has a backup plan or if it will relapse and lose its relevance. It’s currently at its top, and it’s staying there.
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