Milan-based fashion label Slam Jam works in collaboration with fellow Milanese brand GR10K on a collection designed for the Fall/Winter 2020 season. The two launch a small capsule that features only three items that are made to challenge the conforming concept of consumer behavior.
The collection is made up of a tee, a cap, and a fleece design as the base offerings. These items were selected due to the mass acceptance that they all share. The duo then focuses on creating designs that are more subverted which is translated through unclear graphics and details to bring forth the simplistic silhouettes. The core of the capsule is to offer consumers something that is affordable and premium, which challenges luxury fashion in itself.
Image Credit: Slam Jam, GR10K
Why This Trend Is Growing
- Subverted Fashion
- There is an opportunity for emerging fashion brands to challenge conforming concepts by creating designs with subverted graphics and details.
- Affordable Luxury
- There is an opportunity for fashion companies to offer affordable yet premium clothing items to consumers, therefore challenging traditional luxury fashion.
- Capsule Collections
- There is an opportunity for fashion companies to create small, curated collections that focus on offering consumers unique, limited edition items.
Industries Being Reshaped
- Fashion Industry
- The fashion industry can disrupt traditional luxury fashion by exploring subverted designs and creating affordable, premium clothing items.
- Emerging Fashion Brands
- Emerging fashion brands can find success by offering consumers unique, limited edition capsule collections that challenge conforming consumer behavior.
- Retail Industry
- The retail industry can disrupt traditional luxury fashion by creating collaborations with emerging fashion brands that focus on offering affordable yet premium clothing items.
