The Syndicate Original brand launches its Spring/Summer 2018 collection with a nostalgic throwback to grunge youth culture. From oversized yellow unisex jackets with quirky phone graphics to lightweight and retro synthetic tracksuits, the capsule not only revives the spirit of the late 80s and early 90s, but also is a mirror to millennial interests in fashion design.
Dubbed 'DDDream,' the Syndicate Original Spring/Summer 2018 collection also features a limited collaboration with Novesta. Throughout the capsule there are subtle hints to "virtual world madness," "lightning-fast data" and "boarder-free connectivity." While the recurring thematic of the phone graphics suggest the transition from analog to digital frameworks, the alien depictions could be viewed as a nod to anonymous culture and the 'new' grunge youth's tendency of isolation through social media.
What Makes This Trend Stand Out
- Nostalgic Fashion
- Brands can tap into the millennial interest for fashion that looks back to previous decades.
- Virtual World Fashion
- Incorporating digital themes into fashion could be a disruptive opportunity to appeal to an increasingly digital-native consumer base.
- Isolation-inspired Clothing
- Designs that make subtle nods to isolation and anonymity in a digital age may resonate with a younger generation's shared experiences and feelings of disconnect.
Sectors Adopting This
- Fashion
- Both established and emerging fashion brands can tap into themes of nostalgia, digital culture, and isolation to create collections that appeal to younger consumers.
- Technology
- Collaborations between fashion and tech companies could cultivate new VR-inspired clothing lines for a target demographic.
- Social Media
- Through partnerships with major fashion brands, social media platforms could further capitalize on their ability to strategically target niche audiences and develop trends accordingly.
