Menswear is everywhere
Menswear Fashion Week is fighting for a place in the podium of fashion highlights of the year.
“It’s gone quiet again!” Pharrell Williams needs noise. And he chose to create this noise himself with his debut menswear collection for Louis Vuitton. Menswear Fashion Week hasn’t always been as prominent as it is today. Social media accounts and journalists, when I say people, are not traditionally reporting on these events. Of course, we've always had buyers and industry experts attending, but influencers didn't use to post about it before. Pharrell Williams set the internet ablaze with his first show, attracting top-tier celebrities from around the world, and the designs were in harmony with current trends. His perspective on how LV should reclaim ownership over designs that are often counterfeited and sold on the black market was a groundbreaking concept. However, this is not just a piece about Pharrell Williams, but rather about the struggle of Menswear Fashion Week to reclaim its fame.
I must acknowledge, however, that Virgil Abloh was a trailblazer in elevating menswear to new heights. In fact, it's fair to say that he played a pivotal role in bringing sneakers back into the fashion limelight, and in reigniting men's interest in the fashion week spectacle. His successor at Louis Vuitton, Pharrell Williams, continued this legacy admirably. His inaugural collection alone amassed an unprecedented 1.1 billion online views, setting a record for the fashion industry. This achievement not only reflects Pharrell's talent but also underscores LVMH's astute decision-making in terms of revenue generation.
Turning our attention to Milan Menswear Fashion Week, which kicked off last week, it seemed as if everyone, including their fashion-forward mothers, either attended or yearned to be there. Influencers, armed with their trios of Rimowa luggage, descended upon Europe's fashion capitals. Interestingly, athletes and women celebrities are now regulars in the front rows, signaling a shift in the influencer landscape where athletes are becoming the new fashion bloggers.
But let's delve into the data, the core of our discussion. Menswear has shown an upward trend in online mentions over the past three years, with the only dip occurring in 2021 during the pandemic. This trend is projected to continue until at least 2025, with peaks naturally occurring during the fashion weeks. This data not only reflects the growing popularity of menswear but also highlights the influential role of fashion events in driving online engagement.
So, here's the wrap-up: Menswear's comeback isn't just a ripple in the fashion world; it's a full-on wave, thanks to the likes of Virgil Abloh and Pharrell Williams. These guys haven't just switched up the style game; they've turned menswear into a digital sensation. Or we could even say that the vision hides behind the decision-makers of LVMH. Think about it - billions of views online and front-row seats filled with everyone from high-flying athletes to the coolest influencers. It's clear that menswear isn't just about the threads anymore; it's about the buzz it creates.
Peeking into the future, the vibe around menswear is only getting hotter. The chatter online is just going up, and even a global shake-up like the pandemic couldn't put a dent in its stride. We're not just seeing a trend here; we're witnessing a cultural shift. Menswear Fashion Week has evolved from an insider's circle to a trend-setting arena, mirroring the changing face of fashion.
But let's remember, this shift in menswear is more than just a fashion statement. It's a reflection of how our world is changing - breaking down old norms, embracing diversity, and showing us that fashion is a living, breathing part of our culture. And if we're reading the signs (and the data) right, this is just the beginning of menswear's moment in the global fashion spotlight.
I think Menswear started to have relevancy again when they started putting female and male models on the shows, and the whole gender fluidity conversation heralded by Alessandro Michele happened. It is clear that Menswear is here to stay because women and men mirror each other's closet.