How Virgil Abloh putted the fashion back on the track.
Luxury is hard to define. A mixture of prestige, quality and also fashion style, luxury has always attracted many people, who cannot buy it, because luxury symbolizes the highest and finest art of human design.
Luxury products are always intended for a certain type of clientele.
While luxury has always been about excellence, high end and prestige, there was a niche market, which didn't really have a presence:
Everyday urban products. Sneakers, sweatshirts, down jackets… these inexpensive but very practical habits of everyday life are also used by everyone. Cheap, basic, simple and comfortable, this streetwear fashion is seen a lot among young people, especially among people from often disadvantaged hoods. The products, being effective and little anticipated, clearly modify the purchase.
21st century : The New Era
Kanye West, stronger
The 21st century, under the era of the internet and rap, sees a lot of artists launching and succeeding for some to go beyond the small views on their craft clip on YouTube. Fashion effects will be launched, and immediately booed. The internet age is extremely fast, and fleeting.
Off White X Nike Presto, 2017
Many will take advantage of this emergence, to profit from it. This is what Virgil Abloh does. Born in Rockford, in the United States, he studied architecture after high school.
His nature and his studies have made him a creative, curious and very inspiring person. He wants to create something related to his environment. Artistic director, collaborator with many artists in the music scene including Kanye West, Virgil Abloh has provided his ground, and is becoming more and more recognized. But it is in the creation of clothes that he will be most heard. First creator of ephemeral brands such as Pirex, he created in 2013 the Italian brand Off-White. This brand offers interesting products that mix streetwear and luxury. A new and innovative blend, delighting millions of fans. The brand, a victim of its success, collaborates with the giant Nike to offer pairs that are in high demand today. Its network and recognition have definitely helped to propel it among the most lateral brands of the decade.
Abloh's notoriety was such that Louis Vuitton decided to recruit him as artistic director within the French brand.
We have witnessed a new fad, which Virgil Abloh introduced. This new luxury market opened up enormous possibilities.
Thanks Virgil.
