Fashion - July 12, 2022

Sporty couture: a new aesthetic between streetwear and haute couture

Trainers, denim looks, tracksuits and hoodies, these are some of the iconic elements of streetwear that are beginning to influence the couture aesthetic.

During the latest Haute Couture shows in Paris, we were able to see how the sporty universe is slowly steering haute couture in a new direction. The dialogue between the two worlds is a dialogue, for many an oxymoron, for many others the expression of a modern imagery destined to write a new and significant page in the history of fashion. This change was undoubtedly easily made possible thanks to the visionary minds of a few designers such as Virgil Abloh, Demna Gvasalia and Matthew Williams, whose creative vision immediately sought to break the mould and rewrite a fashion glossary 2.0.

Think of the training of the couturiers of the past, the years of study and intense work in tailor’s shops, the long apprenticeship. Many new designers, on the other hand, have no classical fashion training. Demna Gvasalia studied finance for years, should probably have become a banker, yet he brought Balenciaga back to couture – after more than 50 years.

Observing this special mashup between streetwear and couture today is extremely interesting, two opposing contexts that seem to want to merge. It is undoubtedly couture trying to live a new experience, landing in a new unexplored land. Who would have imagined that even gen z, in the 21st century, would talk about couture and even know the names – today only surnames btw – of the fashion greats. In fact, the designers pay more attention to the target consumers, the lines are entirely revised to appeal to this new slice of the market while maintaining the strong aesthetic canons symbolic of the maisons.

Elsa Schiaparelli‘s profound surreal vision remains, Cristóbal Balenciaga‘s immense archives now revisited. The new generation chews on these great names every day. God save streetwear?


images by IMAXtree

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