WILL VETEMENTS CHANGE THE WAY ARTIST MARKET SHOW MERCH?
If you didn't know that special care is given to the design and production of merchandise that accompanies an artist and is available for sale at concerts and engagements, it is. Consider this. One of my twitter followers, an excitable millennial who maintains a particularly interesting feed cared to inform us that their brand new Beyonce shirt (purchased at the show last night) includes some fine print in the care instructions. After what I suppose must have been “Machine Dry Warm” an additional direction stated “Don't Hurt Yourself” great advice on many levels.
Consumers inevitably place a high premium on apparel that additionally carries a nostalgic value. Such as those purchased at shows. Although Lorde is presently on twitter lamenting the widespread adoration of Demna Gvasalia's label, the fact of the matter is the influence has been very direct on musicians. Gvasalia, who is from Georgia, was appointed to helm Balenciaga succeeding Alexander Wang. From putting Snoop Dog's face on a tee-shirt to his Iconic “COMING SOON” sleeves, the brand has something that Stars like Rhianna and Kanye West cant resist.
Justin Bieber's Purpose Tour Merchandise takes this a step further. The Synergy is very real. Once people begin to associate that casual style can be considered valuable, even a luxury (as they have) and make the connection to the casual style of Tour Merchandise, will they begin to wear it with much more identity? And will artist and designers begin to take notice and advance the trend? We have already established their desire and willingness to connect with their fans on an intimate level when it comes to merchandise and apparel. Time will tell, but it looks promising. -ING
TAGS: #vetements #millennials #beyonce #lorde #demna gvasalia #balenciaga #alexander wang #snoop dogg #rhianna #kanye west #justin bieber #purpose tour #major lazer #the pretty reckless