Fashion replaces beauty, elegance, shocking options

Beauty is not always associated with fashion, for strangeness is also its place. This is at least confirmed by the offers and sales of international fashion houses and major designers, who reap a lot of profits from the concept of “disagreeing is known” and the idea that there is no ugliness at all. What is remarkable about this phenomenon is that the youth accepted these suggestions with a generous heart, and even eagerly, and their condition says that it is a modern way to rebel against the traditional concept of elegance.

The concept of getting beauty out of the ugliness is not new, as it is a challenge for some young designers who want to show off their capabilities. The biggest proof that he is not new is embodied in an old show by John Galliano, in which he used the help of ordinary people from the street, some of whom have strange sizes, which are not related to fashion. There are also designs put forth by: "Prada", "Celine", "" Balenciaga "," Valentino "and" Fendi ", and before them the late Alexander McQueen, a passion fell in the soul. What is new is that the challenge entered a commercial stage rather than an artistic one, to create intellectual or artistic controversy, focusing on designs, such as "Crocs" sandals, waist bags, or those attached to the shoulder; but with short belts. Designs that were more impressive than festive, on the grounds that they were related to American tourists who exceeded the fifties; but they are currently put on the market at exorbitant prices. Strangely enough, young people accept it, and they encourage designers to offer more of it, while leaving no doubt that the current trend is that whenever the product is strange and cacophony, it spread and spread on social networks.

The Gucci waist bag, for example, accounts for nearly a quarter of all belt bag sales on NateAporte. All Balenciaga thick sport shoes were sold out within hours. Which raises several questions, some of which answer that they may not enjoy any kind of unique beauty, but it is practical and comfortable, and most importantly, it attracts attention, such as shoes (Ugg) and Birkenstocks (Crokenstocks) and (Crocs) ). Any designs that were until recently within the list of "ugly" products in the fashion world, but they crept into them as a matter of convenience and practicality, as well as social networking. To confirm this, the figures reveal that the revenue of the AG shoes exceeded $ 400 million in the second quarter of 2017, while Crocs, based in Colorado, have witnessed an increase in their profits, which have increased by nearly $ 1 billion to $ 1.2 billion annually since 2011.

On the other hand, fashion trends go through cycles, so those that were previously unacceptable are accepted by another generation. The consumer’s desire for the new is understandable, whether by using a bag as a belt, or by wearing shoes, etc. The important thing is to meet the consumer’s demand for convenience, and also to take pictures that they can view via “Instagram” and attract attention. In the past, and in relation to the previous generation, one of the elements of its attraction was the comfort it gives, and also its cheap prices compared to others; In hundreds of dollars. One, signed by designer Christopher Caen, sells for £ 475 ($ 623), while similar designs from other fashion homes can cost up to £ 600 ($ 791).

The commercial intelligence that has been proven by fashion makers is the transfer of a product that was contrary to high fashion to a product that is accepted by fashion handlers and their struggles. Most observers agree that shoes are often the gateway to the "ugly" fashion world. The cooperation between the brand “Vitmon” and “Reebok”, for example, resulted in sports shoes that look like “genetically modified” beings, knowing that Balenciaga sneakers - made using molds taken from running shoes, basketball, and sports shoes - were sold out on Style Bob.com »within hours of its launch, which is rare in the field of shoes in general, even if it is from“ Christian Louboutin ”or“ Manolo Blahnik ”, and others.

Birkenstock may perhaps embody the idea of ​​turning fashion anomalies into the trend. And this tide started its signs in 2012, thanks to the vision put forward by Vibe Filo in "Celine", and it was inspired by practical designs that added engineering and innovation that were easily accepted by women. Birkenstock has succeeded in exploiting this matter since then, by issuing versions that include sandals, the faces of which are decorated with cowhide, slippers of quilted fur, and the like. The Balenciaga version, which comes in pink and bright yellow colors, and is covered with decorative pins, with a giant 10-centimeter sole, similar to the doll "Mimi" because of its strangeness; but it succeeded in marketing to itself. And its success is an indication that the trend continues. Over the past year, the brand increased its revenue three times to 750 million euros (800 million dollars).

Last year, Project Box unveiled its limited-production models. When she arrived at Barneys in New York, she attracted thousands of new customers to the store, and 30 percent of her visitors were new clients of Barneys. Seemingly, people from the new millennium in New York or London tend to have the same designs as a 60-year-old teacher in Germany. The difference is that in their condition they acquire a fashionable expression.

Designer Christopher Caen, who has been collaborating with the company since the spring-summer 2017 season, says he does not doubt that "Crocs" are ugly; but at the same time they are great for their comfort, and that's the point. What I like is that it was not designed to suit only the rich or the ladies. Here is my sister, who wears it in her garden, and others wear it in world capitals. '' Caen notes that Balenciaga's cooperation with Crocs will make these shoes acceptable.

Designed by Caen, the Crocs shoe comes with removable accessory and sparkling g-studs.

Soft, placed on top of the rubber, like earrings. This season, he also created a fur-lined version that is currently being sold on the "Farfetch" website. He said he encouraged him to re-submit it in his last four formations. This is not the only fashion that Christopher Caen had a role in the popularity of young people, the designer had already made a fuss in 2011, when this design was first introduced on the basis that it is a design for swimming pools. For some, he should not have gone out instead of entering fashion shows. About this, Caen said: “I have been criticized for taking these shoes to the fashion world.

Today, every major brand is launching its own sandals. ”

Although Crooks did not confirm whether cooperative projects with Caen boosted sales, it certainly opened the doors to wholesale sales at fashion-focused retail stores, such as Farfetch, MatchVatch.com and other sites, and this is something Critical to growth. For Crocs, cooperating with fashion designers benefits them by creating an excitement they desperately need, after their customer segment was very limited, and they had nothing to do with fashion.

In fashion, high-waist jeans and straight-legged jeans still top consumer shopping lists. This is partly due to nostalgia. Many girls buy legacy "Levi 501" men's jeans, which Levi and Yddighe Jean created decades ago. They turned out to be the best design in line with the high-heeled platform shoes.

The Vitmon house was also smart in this area, as the metal jeans made with a pair of old Levi's’s branded trousers for 30 euros are sold in retail stores for more than 1,000 pounds ($ 1319). The design was so popular that the house had dedicated a team to supply the old pants.

As for waist bags, they are further evidence of nostalgia. She is now a favorite of festivals and celebrations for her operation. Currently, the Asus online shopping site has more than 100 issues, and peak sales are during the summer months, as they are travel-friendly. Likewise, the search for this design on Google was the most frequent way to reach its highest level this year, especially after both Off White and Gucci redesigned it, using luxury fabrics that include leather and silk. As a result of its success, Gucci offers more than 20 designs on its website. In a world governed by images and social networks, everything that is strange and striking is a desirable product, because any publicity, even if negative, is better than no publicity.