As the saying goes, opposites attract. How could two completely different fashion styles merge into one? Trends come and go, and it seems that streetwear has been one of the most defining trends of the late 2010’s. From celebrities sporting looks, to runway inspired collections and a recognition of these designers in the most coveted awards, streetwear has certainly had an uprising in high fashion. If you want to learn more about the scale at which streetwear as dispersed throughout the fashion industry, watch the following video by the CBS Sunday Morning show where experts from the industry are interviewed regarding the topic.

Video Showing Streetwear’s Rise in the Fashion Industry by CBS Sunday Morning

As the designer Heron Preston said regarding streetwear’s influence, “you can’t ignore it anymore”. Designers and brands have taken notice in the uprising of this trend and have incorporated it in the creation of their designs, expanding their line of products so that they may cater to their audience. Some designers from different segments in the fashion industry, such as the featured Carine Roitfelt in the video, are venturing into this emerging trend to benefit economically by it, even though it isn’t their favorite style. Similarly, fashion houses and brands that are considered as high fashion have adapted their products so that they fit within this category. Below is an example of a Gucci Ad where the models are wearing distinctly streetwear clothing in an urban setting.

A Publicity Picture for Gucci’s Tennis 1977 

Why has this movement suddenly had an uprising in high fashion since it’s been around for decades? There are so many factors that have led to this uprising of the unification of these two fashion components, but amongst these, social media marketing has been a key factor. Social media has provided a platform where people from different backgrounds, races, incomes, styles and ideologies are in the same playing platform where they can generate content appealing to their audiences. Brands have created tactics, such as the use of specific hashtags, give-aways and influencers, in order to spread the reach of their brand. All of these tactics involve a creative process where captivating visuals are made and spread. Streetwear is recognized for pushing the boundaries, being at times colorful and creative, keeping in mind comfortability and being accessible to everyone. These characteristics have led to an increase in the use of this trend in audiences from every race, income status and profession. Even the top followed Instagram influencers and celebrities can be seen sporting streetwear looks, such as Kylie Jenner with 166 million followers.

Kylie Jenner Sporting a Streetwear Look as an Influencer for the Brand Adidas

With the upsurgence of this trend, fashion businesses belong to a multi-billion dollar industry that will take advantage of every opportunity they get. This is why so many streetwear lines are being created by celebrities that are considered as the faces of high fashion, such as Robin Fenty’s Fenty, and why respectable fashion houses such as Gucci and Fendi have jumped on this movement. The unlikely mix of fashion concepts that seem to belong to two different worlds has resulted in a very inclusive movement that encompasses the usage of pieces with a similar functionality and style  by people with entirely different lives.