Levi's recent 60s-infused surf culture campaigns have gained global recognition, but another Spring/Summer 2018 capsule from the denim brand boasts hip hop-inspired fashion. The offering is yet another instance of the label's "tight-knit relationships with subcultures." Submerging itself in the music scene of the 80s and 90s, Levi's draws inspiration from the game-changing streetwear aesthetic that household names like Public Enemy and Wu-Tang Clan brought to the U.S.
For the hip hop-inspired fashion capsule, Levi's builds on its iconic denim silhouettes and timeless fabrics with retro-derived colorways and prints. The lookbook expresses the tight relationship between music subcultures and streetwear fashion. It exhibits how the two communicate — although streetwear is dependent on music subcultures, it is also a distinguishable characteristic of them.
Hip Hop-Inspired Denim Collections
Levi's Takes Cues from the Music Scene from the 80s and 90s
Trend Themes
1. Hip Hop Fashion - Fashion brands incorporating hip hop influences into their collections
2. Retro-derived Colorways - Brands utilizing 80s and 90s color palettes in their collections
3. Subculture-inspired Fashion - Brands drawing inspiration from subcultures to create unique fashion collections
Industry Implications
1. Fashion - Fashion brands can incorporate hip hop and streetwear influences into their collections to attract younger consumers
2. Music - Hip hop music and subcultures can inspire fashion trends and partnerships
3. Retail - Retail stores can carry hip hop and subculture-inspired fashion to capitalize on current trends and attract younger shoppers