The streetwear phenomenon is a journey through the subcultures of the major urban centers of the 1970s and 1980s — a deep dive into the many layers of a movement that gave voice to freedom of expression, breaking away from conservative norms. We explored this phenomenon through an editorial project that highlights its history, core values, and its impact on both the music and fashion industries.
Client
PERSONAL PROJECT, THESIS
IN COLLABORATION WITH
SIMONE SESURU
Year
2023-2024
Role
Art Direction
EDITORIAL DESIGN
This thesis explores the evolution of the relationship between hip hop and fashion, beginning with a definition of the chosen scope and its cultural influences, followed by an analysis of the core values of hip hop, the collaborations between artists and fashion brands, and the current state of streetwear.
It also investigates the distinction between merchandising
and branding within this context. The final section presents a series of case studies — including GOLF le FLEUR*, Billionaire Boys Club, YEEZY, Supreme, Off-White, and BAPE — to illustrate how contemporary brands reflect and reinterpret hip hop values today, concluding with a reflection on their lasting impact.
