High-low mixed fashion is the styling of luxury goods with commercial products, and has become a general form of wearing clothes in recent years. This kind of styling embodies not only the mix and match trend but also a clear signal of the blurred boundary between luxury and commercial fashion. The collaborations between H&M, Alexander Wang and Kenzo in 2014 and 2016 has heightened public awareness of this trend.

High-low mixed fashion | Photography courtesy of British Vogue

J.W. Anderson, the creative director of his own namesake brand and Loewe, has just announced to release an upcoming collection with Converse and will also partner with Japanese clothing giant Uniqlo in March. Moves such as this may be to diversify the brand or reach new target audiences. As Anderson said in a recent interview with Business of Fashion, “ Sometimes you have to change the fundamentals of what you’re into, which takes a lot of energy” (2017). With the ambition to become more universal, it is more common now to find elements inspired by more down-to-earth culture, in the latest collections of a burgeoning number of global luxury brands.

J.W. Anderson X Converse Menswear Spring Summer 2018| Photography courtesy of J.W. Anderson

Iconic Italian fashion brand Gucci, seems to have hit another heyday since the appointment of Alessandro Michele in 2015 as creative director. Dominated by florals in Cruise 2017, the logo print t-shirt and hoodie seems antipathetic but surprisingly consistent to the color of the collection. Inspired by 1980s styles, the designs gives a retro vibe with the iconic red and green racing stripe and classic golden logo.

Gucci’s Cruise 2017 Runway| Photography courtesy of Gucci

Moschino’s style has become more playful and diverse since the takeover of Jeremy Scott in 2013. He shows his boldness and humor again in Moschino’s FW17 Capsule collection, by using everyday objects as clothing materials. When a tissue paper roll is reimagined as a handbag and a rubbish bin lid as head accessories, Jeremy Scott utilized his creativity wittily to remake trash into treasure.

Moschino’s FW17 Capsule Collection| Photography courtesy of Moschino

Skateboard culture is normally divergent from the concept of a luxury brand. This year, Valentino presents Flycrew sneakers which shows the ambition of making the brand more universal. Unlike the sneakers from leading street fashion brands, such as Vans and Converse, the designs and materials of the sneakers offers another sense of allure.  While canvas is abandoned, flash sequin, suede and leather is used with its signature rock stud design and sporty strap. From its promo video, models are wearing the sneakers with chiffon skirts which demonstrates the stylish, edgy yet elegant outfit idea for 2017.

Valentino’s Flycrew Sneaker Collection SS 2017 | Photography courtesy of Valentino

Luxury brands are tapping into new target audiences with these subtle, but monumental changes, through collaboration or new design. This proves that the millennial generation is indeed the leading market consumer of recent years and more to come.

Written by Rain Kwok

Edited by Sonia Wan

Anon, (2017). Moschino Online Store. [online] Available at: https://www.moschino.com/hk [Accessed 20 Jun. 2017].

Flycrew Sneaker – Valentino Online Boutique. (2017). Flycrew Sneaker – Valentino Online Boutique. [online] Available at: https://www.valentino.com/us/shop/unisex/flycrew-sneaker [Accessed 20 Jun. 2017].

Gucci.com. (2017). Gucci Women – Women’s Sweatshirts & T-shirts. [online] Available at: https://www.gucci.com/us/en/ca/women/womens-ready-to-wear/womens-sweatshirts-t-shirts-c-women-readytowear-sweatshirts-and-tshirts [Accessed 19 Jun. 2017].

The Business of Fashion. (2017). BoF Exclusive | J.W. Anderson Debuts Converse Partnership as Part of Brand Reinvention. [online] Available at: https://www.businessoffashion.com/articles/bof-exclusive/bof-exclusive-j-w-anderson-debuts-converse-partnership-as-part-of-brand-reinvention [Accessed 18 Jun. 2017].