Luxury brands are capitalizing on the popularity of sneakers by revisiting normcore and embracing the trend of “Dad Shoes.” These high-end brands are recognizing the demand for casual footwear and are infusing craftsmanship and creativity into their designs. The XXL sneaker, inspired by the 90s wardrobe and running codes, has become a hit with Millennials and nostalgic individuals.
Luxury designers are not hesitating to collaborate with mass market brands to offer consumers unique designs. Raph Simons collaborated with Adidas for the creation of the Ozweego model, while Virgil Abloh, the newly appointed head of Louis Vuitton’s Men’s Collections, has signed numerous collaborations with Nike through his Off-White label. Even Victoria Beckham has announced a collaboration with Reebok.
Moreover, some luxury brands have gained independence by launching their own sneaker models. Balenciaga’s Triple S model, introduced by artistic director Demna Gvasalia, quickly sold out and is now making a comeback with new colors. Louis Vuitton also has its own dedicated boutique for their Spring/Summer LV Archlight collection, featuring sneakers with architectural designs and wearable technologies.
Limited edition or capsule sneakers that are produced in small quantities can generate high demand due to their scarcity. This has created an entire ecosystem dedicated to acquiring these unique products, including piracy software bots, collectors’ events, and stock market websites that track the value of each model. Some influencers and enthusiasts even go as far as reimagining their own sneaker designs, combining elements from different brands to create truly unique pairs.
After the creative process comes the pursuit of exclusivity. Luxury sneaker brands are tapping into this trend and creating a market where consumers are willing to go to great lengths to own unique and exclusive sneakers.
Links:
1. Business of Fashion: How Sneakers Went from Street Style to Catwalk
2. Forbes: The Rise and Rise of Sneaker Culture Across High Fashion and Streetwear
