Shots of stars like Elordi at the airport and gas station lead consumers to believe these are personal style decisions (even if orchestrated by savvy stylists), Katz says. Red carpets are where we see direct plays on womenswear pieces (courtesy of the likes of Chalamet and Pascal), but it’s on the streets that babygirl men are more likely to drive purchases. (Think of the social media frenzy Margot Robbie generated with her Barbie-inspired looks.) “The more unique and original the styling, the more attention it gets from the numerous fashion accounts out there. Delvalee points to the Barbie promotional trail. Leading men - and their stylists - are increasingly leveraging fashion to gain coverage and be discussed on and off the carpet, says fashion and pop culture commentator Megan Ford. “We actively review the women’s bags collections on selected brands, such as Bottega Veneta, Loewe and The Row, to add relevant styles directly into our men’s buys.” From the step-and-repeat to the streetįashion may reflect what’s happening in society, but it is also a marketing vehicle. “The Row’s Margaux bag is a bestseller within menswear, yet officially belongs to the women’s collections,” says Mytheresa’s head of menswear buying Sophie Jordan. Retailers are taking note - and buying accordingly. “All of these Hollywood heartthrobs in these little tops, carrying these little bags.”
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