Balenciaga have recently been hit with a lawsuit after releasing key-chains which look like the Little Trees air freshener design owned by the CAR-FRESHNER Corporation and Julius Samann Ltd.
In 2015 American fashion designer Jeremy Scott was sued for the same reason. Given that Scott’s signature style is to incorporate pop culture within his collaborations, the accusation wasn’t surprising – they don’t call him ‘fashion’s last rebel’ for fun!
But what’s really confusing here is Balenciaga’s sudden interest in pop culture. That’s not their thing! Their collections are inspired by 1990s street culture and they have a huge influence on the fashion world, without having to borrow from pop culture.
Some designers appear unable to create something original and can easily find themselves imitating other people’s work. So when fashion houses get new creative directors it’s often a much-needed opportunity to press the ‘reset’ button.
It’s important for designers to maintain their individuality. DJ and designer Virgil Abloh managed to bring something individual to fashion by bridging the gap between streetwear and luxury.
Abloh is the owner of the Off-White brand and creative director for Louis Vuitton menswear. His trademark is the way he incorporates an industrial vibe into his clothes, for example by using bold black and white stripes mixed with yellow belts and shoe laces that resemble details from police uniforms. Abloh’s clothes have been picked up by urban music artists, which is beneficial for the brand as fashion and music go hand in hand.
Rappers often create their alter egos around luxury brands, for example by choosing stage names such as ‘Gucci Mane’ or – in the case of Soulja Boy – tattooing ‘GG’ right in the middle of their forehead! Others choose to show tribute in a more subtle way through their lyrics. The hip-hop single Sold Out Dates by Gunna ft. Lil Baby contains the line:
“My jacket’s Off-White, don’t mean that it’s beige…I clean up real nice, I don’t got a maid!”.
Balenciaga also receive a shout out by Cardi B. In her single I like It she says: “I like those Balenciagas, the ones that look like socks… I like going to the jewellers, I put rocks all in my watch!”.
The point of rapping about your ‘drip’ (style) is to inspire people to work hard to get the style that they aspire to. The ability to afford luxury items reflects the artist’s success. As Drake said: ‘Started from the bottom, now we’re here!’.
Of course not everyone is patient enough to wait for a financial breakthrough in order to become a certified ‘fashion killa’. This is where the fast fashion market comes into play, as it gives people the opportunity to still have ‘the look’ without breaking the bank. The high street does a good job of keeping up to date with current fashion trends – for example Off-White inspired pieces are available in most stores that sell streetwear.
It’s perfectly understandable for fast fashion designers to produce pieces that are inspired by haute clothes, as long as it’s not a knock off. Balenciaga already has both popularity and a distinctive style – so why not stick to it? They should consider taking a leaf out of Louis Vuitton and Gucci, who have recruited creative directors that enhance their brands’ existing style. Why try to fix what’s not broken? If you ask me, taking inspiration from that Little Tree design was a moment of madness.
