“Millennial” is probably the most odious words to be found in the English language. You often see it used pejoratively by older generations to dismiss the wrongdoings of twenty-something-year-olds—they’re “spoilt”, they’re “entitled”, they’re “narcissistic”. Generation X before them, and the generation before that, fail to recognise that they too possess a similar set of traits. We all have a sense of entitlement, don’t we? We’re all a bit narcissistic, given the rise of Facebook and Instagram, aren’t we? Older generations are also blind to the fact that millennials are a progressive bunch, who’ll make wiser political decisions than those before them in order to protect the futures for those after them, and to sustain their own. That argument belongs in The New Yorker, however.
Millennials are very important in fashion: everyone is catering to, trying to appeal to them. No matter what city you’re in, they’re all after millennials. Versus Versace is a prime example of a label chasing “Gen Y” (another hideous term). The brand has always been popular among a younger crowd. That’s still the case today.
At the brand’s Spring 2017 show in London, Donatella Versace drew the fashion crowd to a nondescript venue in Westminster, where she presented a studio-designed collection. Anthony Vaccarello, the previous creative director, has moved on to Saint Laurent, leaving the house without a creative leader. Before him there was J.W. Anderson, and prior to him was Christopher Kane—a triumvirate of provocateurs. Front row were Gigi Hadid and Zayn Malik. Standard.
The collection was based upon the “rule breaker”. The one who marches to the beat of his or her own drum. The models that took to the runway were emboldened in their leather jackets, abbreviated dresses, and studded boots; they were also standoffish, an easy trope to tap into. It was all symbolic of a stereotypical portrayal of hardness. Attitude aside, there were some nice pieces in the collection on offer for twenty-somethings: the black leather jacket (worn by Bella Hadid) that opened the show, a military-inspired cropped bomber jacket in army green, sporty half-zips for men. It goes without saying there are ample opportunities for the purchase of a new party dress, this collection boasted more than ten. Also, Versus created the slider sandals popularised by Adidas of late, issuing their own stamp on the dating trend. However, even if they have overstayed their welcome, these seem to be popular with the exact age group Versus is pursuing.
As I previously stated: everyone’s chasing millennials. They’re lowering prices, developing stronger social media presences, all in hopes of attracting them. Do fashion shows communicate this message effectively? No. It’s brand collaborations with Zayn Malik (that venture was recently announced) or Bella Hadid wearing a chainmail dress to a birthday function that gets this crowd going. The element of celebrity culture that underscores our daily lives does influence purchasing—that’s perhaps where Versus Versace should be focusing their attention more.
Photo Credit: voguerunway.com