The New ROKIT Campaign Takes Cues from S.E. Hinton's the Outsiders
Riley von Niessen — August 15, 2017 — Fashion
References: rokit-one.myshopify & hypebeast
ROKIT, a streetwear brand that's based out of Los Angeles, recently updated its selection of offerings with a collection dubbed 'Outsiders,' which takes from elements of S.E. Hinton's popular coming-of-age novel, 'The Outsiders.'
Although the way in which in the editorial promotes the collection only draws from the novel's themes loosely, it maintains a sense of angst and otherness that's prevalent throughout it. ROKIT exemplifies this both in the unique graphics that are features on the apparel itself, as well as in the styling of the shots that comprise the editorial.
The whole collection is currently available through the label's online store, where other novel-inspired editorials can be viewed as well, such as its Fall 2016 campaign that takes from 'The Basketball Diaries,' which was later adapted into a 1995 film starring Leonardo DiCaprio.
Image Credit: ROKIT
Although the way in which in the editorial promotes the collection only draws from the novel's themes loosely, it maintains a sense of angst and otherness that's prevalent throughout it. ROKIT exemplifies this both in the unique graphics that are features on the apparel itself, as well as in the styling of the shots that comprise the editorial.
The whole collection is currently available through the label's online store, where other novel-inspired editorials can be viewed as well, such as its Fall 2016 campaign that takes from 'The Basketball Diaries,' which was later adapted into a 1995 film starring Leonardo DiCaprio.
Image Credit: ROKIT
Trend Themes
1. Novel-inspired Streetwear - The trend of using literature as inspiration for apparel is growing, providing opportunities for designers to tap into nostalgic and emotional experiences of readers through design.
2. Narrative-based Consumerism - The trend of narrative-based marketing can create differentiated brands that emotionally resonate with their customers and provide immersive experiences, providing opportunities to establish a loyal customer base.
3. Cultural Homage Collections - The trend of paying homage to cultural and literary references through fashion collections can create a sense of nostalgia and emotional connection with consumers, providing opportunities for companies to connect with their consumer base who value cultural knowledge and references.
Industry Implications
1. Fashion and Apparel - Fashion designers and apparel companies can tap into the growing trend of using literature and cultural references as inspiration for their collections to create narrative-based customer experiences.
2. Marketing and Advertising - Marketing professionals can leverage the trend of narrative-based consumerism to create differentiated brand experiences and establish deeper emotional connections with audiences.
3. Media and Entertainment - Media and entertainment companies can capitalize on the trend of cultural homage collections to create companion products that bring beloved characters and stories to new audiences, providing additional revenue streams.
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