Today, let's talk about pop culture and its influence on the luxury sector.
You only have to look at the communications of the major fashion houses to see that they are borrowing the codes of urban, musical and artistic fashion that can be found in street culture.
This trend has accelerated in recent years, with the artistic direction of luxury brands now giving way to singers, composers and performers.
Last but not least, Pharell Williams has joined Louis Vuitton as Creative Director.
Her latest show for Paris Fashion Week has, in fact, exceeded 15 million views on Youtube at the time of writing.
So how and why are brands interested in personalities?
Let's start by saying that today, a profession doesn't represent us.
Such was the case with the genius Virgil Abloh, who pioneered the fashion industry by mixing music (DJ), architecture, styling and design.
Welcome to artists, designers, painters ...
This is no longer a trend. Today, luxury brands must take GEN Z into account in their strategic choices. According to The Guardian, Gucci generates 55% of its sales among the under-35s. This target group is a key factor in the evolution of brands. Pop culture is an integral part of luxury, part of a brand's DNA.
This sector has understood this and is adapting very well. Here again, examples include metavers, NFTs and gamification.
The big houses are also opting for collabs to highlight the complementary nature of pop culture and luxury.
Here are a few examples for you to look at:
Chanel x Coco Crush
Baccarat x Pokémon
Burberry x Pop Trading Co
Loewe x Ghibli
Ladurée x Deliveroo
Sonia, Strategy Director