Seen everywhere from Louis Vuitton to Dior through Comme des Garçons, trainers really made their mark on the catwalk during the latest Men’s Fashion Week. Leading the way is Virgil Abloh, the genius designer behind the Off-White brand named as artistic director of Louis Vuitton menswear, whose strong streetwear community transforms everything that he designs into an instant bestseller.
His first design? A pair of logoed trainers, a combination of Abloh’s street aesthetic and Vuitton luxury.
The obsession for trainers, the new luxury object that appeals both due to its casual vibe and its ability to be produced in numerous limited editions, has reached the top houses: at Dior Homme, designer Kim Jones created not one but four trainers branded with the house logo.
The leather bag is no longer the bankable object from luxury shows: houses are now counting on trainers, which are winning over a younger, ultra-connected audience caught up in the collectors’ fever distinct to the streetwear community.
As demonstrated by the success of the Triple S by Balenciaga, a house that – despite having little connection with the sportswear arena – has successfully established itself in millennials’ wardrobes with one model.
A question of image
Kit suppliers can also reap the benefits: they are increasingly teaming up with luxury brands and transforming their image.
For Summer 2019 Men’s Fashion Week, Nike collaborated with Off-White, Comme des Garçons, Sacai and the young designer Heron Preston, while Adidas featured on the Andrea Crews catwalk and Converse on the Pigalle runway.