The Hype is Dead, Long Live the Hoodie: Luxury’s Streetwear Fixation Grows Up
By Sofia Laurent · 6 min read
FASHION
The air in the Dover Street Market in London is thick with the scent of expensive incense and the quiet, rhythmic shuffling of $900 sneakers on polished concrete.
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What we are witnessing this season isn't the death of the streetwear-to-luxury crossover.
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To understand where we are, we have to look at the wreckage of the 2010s.
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But the novelty wore off.
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As the 'hype' bubble began to deflate, a new aesthetic emerged: the 'elevated basic.' Brands like Fear of God, led by Jerry Lorenzo, began to treat American sportswear with the reverence of Italian…
FASHION
The current season is defined by what I call 'Technical Heritage.' Take, for instance, the continued dominance of the **Adidas x Wales Bonner** collaboration.