The Viktor & Rolf Spring 2019 presentation is an example of combining couture fashion with digital culture. The collection consists entirely of oversized, voluminous dresses made with brightly hued tulle. Attention-captivating for sure, the silhouettes and color palette are supplemented by provocative statements that express what some are too nice to say. From a massive and fringy blue dress with 'NO' in red slapped across to a white silhouette with a 'I'm not shy, I just don't like you' slogan, it is evident why the Viktor & Rolf Spring 2019 line has gained so much traction on the Internet.
While the couture runway presents itself as a cultural commentary observed through a high fashion lens, the designers intend to "not impose any meaning, inviting the [audience] to arrive at [their] own readings."
Photo Credits: Alessandro Viero / Gorunway.com
What's Driving This Trend
- Fashion and Digital Culture Fusion
- Fashion brands can leverage on digital culture and social media to make their collections more relatable to younger generations.
- Couture with Social Commentary
- Incorporating social commentary in high-end fashion lines can spark viral sensations and attract a wider audience.
- Oversized, Exaggerated Silhouettes
- Designs with flamboyant proportions and exaggerated shapes create a unique style aesthetic that appeals to the modern fashion consumer.
Who This Affects Most
- Fashion Industry
- Fashion brands can capitalize on social and digital trends to increase their reach and relevance among consumers.
- Luxury Goods Industry
- High-end luxury brands can experiment with incorporating social commentary and exaggeration into their expensive products to make them more appealing among younger and edgier customers.
- Art and Culture Industry
- Art galleries and museums can showcase fashion collections as cultural and artistic commentary to attract a new and diverse audience.
