Feature Image: Courtesy of GQ.com
Supreme’s collaboration with luxury designer brand, Louis Vuitton further exemplifies the evolution of the fashion industry.
Back in the year 2000, Louis Vuitton provided Supreme with a cease and desist letter for Supreme’s usage of the Louis Vuitton trademark style on their beanies, t-shirts, and skateboard items. Fast forward 17 years later and the two are collaborating in Paris during Fall/Winter 17 with many hype beasts and high luxury consumers anticipating the first pop up shop, which has proven to be a profitable marketing strategy if they indeed go that route.
The biggest question that is still up for debate after this collaboration is which brand benefits more ? Is it the luxury designer brand that understands the market and is now ready to appeal to the young millennials of the Hip Hop generation ? or is it the kings of the street wear industry based out of NYC that has fought so hard for acceptance and now 17 years later are finally getting the cosign it craved years prior from the luxury fashion industry and now has more leverage with future collab partners? In my opinion, everyone wins here. Louis Vuitton places itself in the minds and pockets of a younger generation as it’s predecessors Tommy Hilfiger and Calvin Klein have done and Supreme gets to collaborate with a luxury giant and make trendy street wear clothing with the Louis Vuitton label behind it(literally).
The Supreme x Louis Vuitton Fall/Winter 17 collection is set for release on July 17th at select Louis Vuitton Stores and other retail chains.