JULIUS, a Japanese fashion label that was founded by Tatsuro Horikawa, recently featured its 'Knives' collection through a unique editorial that was shot during the 2016 Paris Fashion Week.
Although the pieces play to a streetwear aesthetic, JULIUS also incorporates a look of luxury that comes with powerful cuts and a use of high-end materials. Modeled by tattooed men who sport gold teeth and shaved heads, the unique editorial comments on the underground youth culture that many of its pieces were inspired by.
Each image shows a complete lack of color, showcasing the styles in black and white with shadowy backdrops. This complements the eerie look the brand promotes while also showing the vintage inspiration that's utilized in its punk-like styles and graphic prints, as well as the way the oversized clothing drapes over the model's bodies.
Why This Trend Is Growing
- Streetwear-luxe Hybrid
- Combining the luxury of high-end materials with the edginess of streetwear fashion, there are opportunities to create disruptive innovations in designer fashion using hybrid materials, like leather and denim or unconventional fabric pairings.
- Subculture-inspired Fashion
- As more people gravitate towards niche subcultures, there are opportunities to create disruptive innovations in fashion that cater to these groups, allowing them to express their identities through unique clothing and accessory designs.
- Monochromatic Imagery
- The lack of color in fashion editorial photography creates a mood and emotion that can be used to convey the tone of a brand's identity, and there are opportunities to disrupt the photography industry by exploring different ways to tell a story in black and white images.
Industries Being Reshaped
- Designer Fashion
- The designer fashion industry can capitalize on the trend of streetwear-luxe hybrid clothing, using high-end materials to elevate casual, edgy styles.
- Subculture and Niche Fashion
- The niche fashion industry can benefit from the trend of subculture-inspired fashion, catering to customers who want to express their individuality through clothing that reflects their interests and identities.
- Photography
- The photography industry can explore the use of monochromatic imagery as a way to create evocative and memorable visuals that capture a brand's identity and message.
