2019 Spring And Summer Men'S Shoes Become The Bridge Of Luxury For Young People.

This category of sports shoes has become a bridge for traditional luxury brands to communicate with the younger generation.

The 2019 spring and summer men's wear week has just been put on the sweat of shoes lovers, Louis Vuitton, Dior Homme, Balenciaga, UNDERCOVER, Craig Green, Sacai, COMME des COMME, and...

Fashion houses are showing new sneakers.

2019 spring and summer men's wear week, Louis Vuitton's new design director Virgil Abloh presented her first show, from Louis Vuitton job hopping to Dior Homme Kim Jones also released its first series.

In these two shows, the most important thing is sneakers.

Figure: Balenciaga 2017 autumn and winter launched Triple S

The appearance of "Daddy shoes" is just a child.

Balenciaga designer Demna Gvasalia launched a sports shoes called Triple S in the autumn and winter of 2017. The soles are thick and wide, and the colors are gorgeous. The shoes have even deliberately done the old effects, just like the daily sports shoes worn by their fathers 20 years ago.

Balenciaga shoes, which cost up to 615 pounds, cause a sensation.

This pair of daddy shoes is like opening Pandora's box. Every brand has launched similar styles. It has become a brand new trend. It can be seen that this trend has not gone out, and the 2019 spring and summer will continue to go down.

The popularity of "Daddy shoes" coincides with a concept that high fashion houses begin to embrace the trend of street and sports.

Before that, brand users did much more to upgrade their promotional strategies, such as setting up instagram and snapchat accounts, letting the light idol platform, and KOL and Internet red cooperate deeply, trying e-business and so on.

These can not alleviate the impact of the new age on the pride of their own heritage and History: young people around the world seem no longer willing to pay for "refinement". The new rich class in California seems to prefer sports shoes and T-shirts.

This gave birth to the brand of high street brand, such as superme, and also gave birth to this culture led designer brand, such as Vetements, off-white.

They emphasize interest and trend. They do not carry the burden of history like luxury brands. They emphasize inheritance or exquisite craft. They do not even deny their own design.

All these qualities do not coincide with the demands of rebellious young people who need to be vindicated and identified with me.

Figure: Louis Vuitton 2019 spring summer show

The emergence of such brands poses a brand new question to the luxury giants. How should they compete with the market? After all, the millennials have no doubt that they become the most needed consumer groups for the expansion of luxury brands.

Figure: Dior Homme 2019 spring summer show

This category of sports shoes has become a bridge between traditional luxury brands and young people.

Whether they are the triple S of Balenciaga, LV's Archlight shoes, or Prada's magic stickers, they all carry a big turn to the street style.

Because of the difference in the overall brand image of the garment, the sale of the bags and footwear as accessories is not always the same as the design concept of each quarter. The style of the final sale is not always the same as the design concept of each season. It often takes into account the fashion demand and extends the design. At the same time, the threshold of sneaker production is low, and the product premium is high. In the face of competition from professional sportswear companies such as Nike and Adidas, the luxury brand's aura is significantly enhanced. (remember that the area where the Balenciaga shoes were produced in China is not in China? Hitching

They often play the logo in a prominent position, acting like an advertising billboard, and the marketing effect is not so obvious.

The lighter people are less concerned about the meaning of "authority". They also do not like to squeeze themselves into a narrow suit that is thin and tailored. They even don't want to obey those old dress code (dress code). Who says that suits must match leather shoes? Even who says that suits must be a suit? Look at the deconstruction of traditional uniforms by Thom Brown and Vetements, that's what young people like.

The tendency to deconstruct this deconstruction was in the past only in the vanguard designer's brand, the high-end luxury brands with huge revenues, and the past always looked conservative on the "adventure" - who could really make up his mind to completely abandon the brand's past success paradigm?

But the millennial generation has changed the rules of the game. They want to show their identities and want to win the acceptance and recognition of the social structure. They react to the fashion world, which is a strong interaction between the street culture represented by sports style and the high-level fashion culture represented by the traditional luxury giants.

I have seen the clearest signs so far.

Perhaps we should pay more attention to how long this interaction can last and where it will go.

Perhaps we, as Jim Nelson, editor in chief of GQ's US Edition, said after the new LV men's show, are witnessing the great changes in history.