How street wear fashion is transitioning into luxury?
Following the COVID-19 pandemic, India saw a significant rise in homegrown and streetwear brands. While many of these brands existed pre-pandemic, the market experienced an upsurge after the lockdown. Early entrants gained a first-mover advantage by launching and showcasing their collections, allowing them to capture market share. What started as a niche market has now evolved into a lucrative opportunity for young, upcoming designers eager to capitalize on this growing trend.
India has a community with immense potential for growth in streetwear fashion. Meanwhile, luxury fashion houses are adapting and introducing more designs that appeal to a younger, style-conscious demographic, creating new trends and styles in the process.
In recent years, luxury fashion labels have sought designers with a more modern, street-inspired approach. The aim is to broaden the scope of luxury fashion and attract wealthy millennials. The appointment of Virgil Abloh as the artistic director of Louis Vuitton’s menswear collection was a key signal of this shift. His impact on streetwear and luxury collaborations was evident, with previously rare mergers between streetwear, sneakers, and high fashion. The trend continues with Pharrell Williams’ recent appointment as Louis Vuitton’s creative director, further demonstrating the industry’s embrace of streetwear.
Abloh’s influence extended beyond fashion. As a mentor, he helped foster a new generation of designers, including Samuel Ross, the founder of the award-winning brand A-COLD-WALL. Abloh’s collaborations and community-building efforts laid strong foundations for the streetwear movement.
In India, however, streetwear is still a relatively new concept to much of the population. It’s often perceived as “loose graphic” t-shirts paired with utility pants and Jordans, forming the basic streetwear “starter pack.” Nonetheless, younger consumers have developed an obsession with athleisure and oversized clothing.
A common question among new consumers is whether streetwear is a privilege of the elite. The answer is no. Although streetwear has become a niche with heavy influence on social media, it’s not reserved for the privileged. Social media and influencers have reshaped consumer buying habits, with streetwear becoming a status symbol. Luxury today isn’t just about the brand you wear; it’s also about how much you know about it. The blend of exclusivity and cult-like appeal, combined with luxury branding, creates a highly sellable product that draws attention.
Overall, streetwear in India is still growing. Its rise is fueled by social media and millennials’ craving for athleisure and membership in exclusive communities led by designers and rappers. While some parts of the global streetwear community are fully integrated into luxury fashion, India still has a long way to go.
