London-based fashion imprint Unknown has been accelerating in the realm of fashion in the UK and now it presents its new collection designed for the Spring/Summer 2023 season. The lookbook is shot in Cairo, Egypt, and stars UK drill artist Unknown T.
The brand is inspired by truck-style police cars, which can be seen in the editorial full of Egyptian vehicles that are detailed with Arabic writing and graffiti on the windows. Some of the pieces include sparkling bomber jackets with snake prints, athletic apparel, and monogram shirts. Other items include the torn eagle hoodies and 90s-style jorts to add a retro feel to the capsule, rounded out with the brand's embellished tracksuits with an overwashed look.
Image Credit: Unknown, <a rel='nofollow' href='https://hypebeast.com/uk/2023/4/unknown-spring-summer-2023-collection-release-info'>hypebeast</a>, <a rel='nofollow' href='https://unknownlondon.com/'>unknownlondon</a>
Why This Trend Is Growing
- Egypt-inspired Streetwear
- Fashion brands can explore utilizing culturally rich locations as inspiration for their designs to create unique and visually striking apparel collections.
- Truck-style Police Car Aesthetics
- Brands can incorporate unique and unconventional designs inspired by everyday public service vehicles (i.e. police cars) to create bold fashion statements that stand out from traditional streetwear.
- Retro-modern Hybrid Capsules
- Combining retro styles with modern designs can create a unique fashion aesthetic that appeals to multiple generations of consumers, providing a unique advantage in the crowded apparel market.
Industries Being Reshaped
- Fashion
- Fashion brands can adopt the trend of incorporating culturally rich locations and unique vehicle designs into their collections to enhance the appeal of their products.
- Music
- Music artists can collaborate with fashion brands to promote their music while showcasing clothing designs that merge both cultures in unique ways.
- Advertising
- Creative advertising agencies can leverage the trend of Egypt-inspired streetwear and unconventional vehicle designs to produce visually appealing campaigns for their clients in the fashion industry.
