STAMINA STRENGTH: Here’s How Hip-Hop Makes Fashion Brands Cool

FREE TRAFFIC

FREE Viral marketing tool generates FREE traffic / visitors to your website automatically. Click here to find out more.


Sunday, February 26, 2017

Here’s How Hip-Hop Makes Fashion Brands Cool


February 24, 2017
asap rocky
 
Over the years, the Men’s Health fashion team has seen the makeup of fashion shows change. It used to be strategic: senior editors and celebrities in the front row, and each row backward meant a decline in power. Now? Fashion week is a mishmosh of editors, bloggers, celebrities, photographers, DJs, and influencers. Editors used to hold the power of what made specific styles and brands cool. Now? It’s all about the artists.
That’s not to say having a celebrity attached to a brand is a new concept, but instead of being added value, having a Kanye West, an A$AP Rocky, or a Pharrell wear your brand catapults it to streetwear stardom. Music site Genius.com conducted a study that specify the brands hip-hop artists love, and how many times that brand is called out in a song. It looked at 40 different brands and their name drops from 2010 to 2016, splitting the results into four categories: “Brands On The Rise,” “Brands On The Decline,” “The Kanye Bump,” and “The Rocky Effect” (as in, A$AP Rocky).
For brands on the rise, both contemporary (like Calvin Klein) and designer (Balenciaga) brands saw a huge increase. Calvin Klein’s relevance grew by 400 percent, thanks to a combination of name-dropping songs, like Princess Nokia’s “Tomboy.”
Similarly to fashion’s front rows, fashion itself has gotten less stuffy. Instead of looking conventionally polished in designer wear, the guys who rule fashion today prefer a laid-back, street style look. (Think: high-end sneakers and puffy jackets.) The anecdote proved true in this study, too. Brands on the decline include more prestige labels, including Louis Vuitton, Prada, and Versace.
Hip-hop mainstays Kanye West and A$AP Rocky had particularly explosive effects on brands. Kanye’s love for high-end brand Balmain, and current designer Olivier Rousteing, helped it rise 638 percent. The Rocky Effect is similar; the artist doing promotional ads and videos for designers Alexander Wang helped spike the brand’s mentions by 100 percent. We’ll wait while you make tear away pants cool again, Kanye

No comments:

Post a Comment