The Ready to Die Spring/Summer 2018 collection was showcased at Mexico City's recent Mercedes-Benz Fashion Week event and featured a cast of real models who authentically represented the city's youth subcultures.
Sporting graphic streetwear with a subtle goth twist, each of the models made the label's edgy pieces their own, pairing printed statement tops, trousers and outerwear with more understated basics.
Some of Ready to Die's most memorable looks for Spring/Summer 2018 included blue and white trousers with an ink-inspired print resembling tattoo art or notebook scribbles. Additional favorites were a punk-themed leather jacket in white that was accented with matching, muted stud detailing.
By choosing to cast real young people in its latest show, Ready to Die painted an authentic picture of Mexico City's urban fashion scene and its evolving street style aesthetic.
What's Driving This Trend
- Authentic Representation
- Disruptive innovation opportunity: Brands can embrace diversity and authenticity by featuring real models who represent the target audience.
- Streetwear with a Twist
- Disruptive innovation opportunity: Designers can create unique streetwear pieces by incorporating unexpected elements or mixing different subcultures.
- Evolution of Street Style
- Disruptive innovation opportunity: Fashion brands can capitalize on the constantly evolving street style aesthetic by staying up-to-date with youth subcultures and incorporating their influences.
Who This Affects Most
- Fashion
- Disruptive innovation opportunity: Fashion brands can disrupt the industry by embracing inclusivity and featuring diverse models.
- Streetwear
- Disruptive innovation opportunity: Streetwear brands can stand out by incorporating unexpected elements or collaborating with different subcultures.
- Youth Culture
- Disruptive innovation opportunity: Companies can tap into the youth culture market by staying connected to the evolving street style aesthetic and catering to the unique needs and desires of young consumers.
