UNDERCOVER Creates Eight Stylish Gangs for Its SS19 Line
References: undercoverism & highsnobiety
Embracing the ever-evolving fashion concept of the style tribe, Jun Takahashi launches a Spring/Summer 2019 collection that pioneers eight distinct groups with fashion-specific embellishments. As a starting point of its gang abstractions, UNDERCOVER channels 'The Warriors' — a crime thriller from 1979. Combining the appeal of style tribes with a nostalgic cinematographic flair is definitely an innovative approach for the fashion house.
The Spring/Summer 2019 collection is dubbed 'The New Warriors' and each one of the eight style tribes is based on characters and imagery from the film. As a result, Jun Takahashi is able to not only create grunge-inspired and progressive silhouettes. He is also successful in constructing a strong narrative around the Spring/Summer 2019 designs, which will in turn foster a stronger engagement and will define fashion as a community-building tool.
Photo Credits: Eva Al Desnudo
The Spring/Summer 2019 collection is dubbed 'The New Warriors' and each one of the eight style tribes is based on characters and imagery from the film. As a result, Jun Takahashi is able to not only create grunge-inspired and progressive silhouettes. He is also successful in constructing a strong narrative around the Spring/Summer 2019 designs, which will in turn foster a stronger engagement and will define fashion as a community-building tool.
Photo Credits: Eva Al Desnudo
Trend Themes
1. Style Tribes - Fashion brands can explore creating collections and marketing campaigns that cater to specific style tribes, allowing consumers to feel a sense of belonging and identity.
2. Nostalgic Cinematographic Flair - Fashion houses can incorporate nostalgic references to iconic films or eras into their collections, creating a unique and memorable aesthetic.
3. Narrative-driven Fashion - Designers can use storytelling and narrative elements to create stronger engagement and foster a sense of community among consumers.
Industry Implications
1. Fashion - The fashion industry can embrace the concept of style tribes and cater to different subcultures, allowing for more targeted marketing and product offerings.
2. Film - Film industry professionals can collaborate with fashion brands to create cross-promotional campaigns that leverage iconic films and their visual styles.
3. Marketing and Advertising - Agencies and marketers can explore storytelling techniques and narrative-driven campaigns to create stronger connections between brands and consumers.
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