What is it?
Couture sneakers. Some weeks ago Chanel and Dior let their catwalk models walk on sneakers instead of the normal high heels. This lead to a lot of commotion.
Why is it cool?
It is cool because this is new and very ground-breaking. For years it was normal for models to walk on heels as high as possible to look feminine. In this you see that the difference between men and women is getting smaller. Sneakers are somewhat associated with masculinity rather than femininity. It was already acceptable to wear sneakers under a summer dress for casual wear but to see them on catwalk is something new. But this action shows that it’s okay to wear sneakers everyday and everywhere, as long as they’re haute couture of course, since a pair of Chanel couture sneakers are on sale for €3000. Though they made it clear that there will come an adaption so that the sneakers are available for prêt a porter fashion. Yay!
Why has it future growth potential?
It has future growth potential because femininity and masculinity are getting more together now than ever. There are new ways to show your femininity and sneakers can certainly be one of them. Also comfortable wear is becoming very important, but so is the sports fashion. Sports clothes are getting more and more fashionable. So showing sneakers on the catwalk could be a major change in the fashion world. But also in the street image a lot can change. If you can buy look-a-like couture sneakers they will also appear in our normal street image.
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