From street style to the runway By Alice Maltais From Kanye West’s collaboration with Adidas and the huge success of the Yeezy that followed, it is fair to say that society is acknowledging street-style more and more. The street style culture is slowly making his way toward haute couture and is also gathering the attention and interest from Anna Wintour. But who are these brands, and what do they stand for? One of these brands is Vetements. Denma Gvasalia, the founder, is part of the designer collective of Vetements (“clothes” in French), a fashion brand based in Paris. The name Vetements was a literal and direct way to bring the focus to the clothes. Vetements is all about authenticity and showcasing the attitude of the consumers wearing it. The creative approach that Denma Gvasalia learned from previous work adventures, such as Maison Martin Margiela and Louis Vuitton, allowed him to bring a more creative approach to Vetements, especially how to work with garments and fabrics. The ideology and creative process of Vetements are all about redesigning an everyday piece, such as a bomber jacket, and giving it a more sophisticated look. vêtements Another well-known brand is Off-White. This is mostly a menswear brand but recently turned to womenswear as well. Holding a master’s degree in architecture, the founder Virgil Abloh is able to mix art with fashion by bringing luxury, creative, and urban influences to the brand. You may have seen him at a DJ set in New York or at a fashion show. This multi-talented artist is always trying to innovate by constantly coming up with new ideas and projects. He emphasizes the importance of following your own intuition and bringing it along to the designs. off-white Launched in 2013 by Jerry Lorenzo, Fear of God is bringing to light a more spiritual and story-driven way of thinking about fashion. We can feel that the brand is trying to make a statement with each piece. Fear of God finds inspiration in grunge music and hip-hop culture. The founder Jerry Lorenzo had to start from scratch and learn everything by himself through the process of creating. Their mission is to offer a fresh and functional everyday look to his customers. Side-zip hoodies and extra long t-shirts characterize the brand. There is an element of luxury in every piece, whether it’s a bomber jacket or a shirt. We can feel the massive 90s music influence just by looking at the clothes. Fear of God is currently featured on Justin Bieber’s Purpose Tour. All of these brands have their own philosophies and are aiming to make a statement in each of their collections. Luxurious, youthful, and eclectic street style is definitely trending in the fashion community and is introducing a fresh new perspective to the culture of street style.