Hot Takes #13: Hype Culture Has Peaked
Hype culture has peaked as the next wave of fashion looks a little more niche and community-oriented
Fashion hype culture has trends spinning in a perpetual cycle of déjà vu. Hype culture has reached its peak, making it easier to find a unicorn than something truly original.
Hot Takes is my bullet point thoughts on fashion's hottest issues. These posts get to the heart of why people are talking about what they’re talking about, what this means and where this could go next.Â
Think: what direction is fashion heading in? What’s new, innovative and exciting? What's going on in fashion that's really pissing people off?
Hot Takes ties fashion topics to a wider cultural and social context, and digs into why these topics are important and the often more significant meanings behind them.
So sit back, relax and let's get into it. Here’s Hot Takes #13.
Let’s set the scene.
Ah, the era of hypebeasts and hype culture — a once-thriving fashion category that’s fallen off the tracks. Remember the mid-2010s to the early 2020s when hype culture ruled with an iron fist? Those were the days of queues around the block for an overly hyped trainer drop or a battle to the end for that last hand-painted hoodie we didn’t even know what to do with once we got home.
It's undeniable; we're in the midst of a culture obsessed with discovering the next big thing — whether that's a subculture to profit off of, an under-the-radar designer who’s about to go big or an untapped aesthetic due to be exploited. It's as if the hype game has evolved into an art form of its own and we're all just eager participants chasing the next thrill.
But the cult-like mentality of hype culture is faltering as people become wise to its shady ways. Hype culture has always been a rollercoaster of impulse purchases and questionable decisions, but times have changed and it's shifting gears a little. So, has hype culture reached its peak?Â
Overly hyped, cult items aren’t cool
In the fast-paced and trend-led world of fashion, the question that has to be asked is this: are overly hyped, cult items even cool anymore? It seems that the incessant surge and infiltration of hype culture and endless product releases might just be diluting the essence of what makes fashion so good. Too many hyped drops, too little time.
Take, for instance, Adidas's Samba shoe, which closed out 2022 as the it-shoe as people clamoured to get their hands on a pair. The initial fervour has dwindled, and if last year was the "Summer of the Samba" then this year Samba's are in their anxiety era. The essence of cult releases is built on the foundation of buzz and exclusivity, but what is left when anyone and everyone can acquire coveted hyped pieces?
No buzz, no vibes
Fashion's allure fades when elusive labels and their designs become commonplace sights, and Supreme is a perfect example of a brand that's taken a turn for the worse off the back of hype culture's downfall. VF Corporation, ever since it shelled out $2.1 billion for Supreme back in 2020, hasn't been too vocal about the brand's performance and its annual report lets us know why — revenue for the year ending March 2023 saw a 7% dip and net income shrunk from $82.4 million to $64.8 million. Ouch.
This just goes to show that the novelty of relentless drops and hyped culture has worn thin now everyone is doing it. Once upon a time Supreme was the jewel in fashion's crown, collaborating with the likes of Louis Vuitton, Comme des Garçons, Thom Browne and more. And now? Not so much. As the fashion landscape shifts, the era of hype is evolving and moving towards community-oriented brands such as Corteiz that offer something a little fresh and real.
My two cents.
In an age of constant access to the latest releases and as drop culture evolves, we've become masters of micro-dosing fashion gratification long before we actually get our hands on coveted, cult-worthy buys. We're addicted to fashion teasers and tasters, and sneak peeks of hyped releases have our anticipation soaring.
But all of that hype gradually simmers when orders arrive on our doorstep and then it’s onto the next thing we need to have, whatever that may be. Sure, trends shift and hype beast culture might be making its exit, but we should have seen this one coming.
Ensuring the essence of hype isn't diluted but rather amplified by a sense of community and collectivity that fashion can bring about will probably wield the most substantial impact. It's a fine line to tread, but striking this artful balance can allow hype culture to morph into something better and more meaningful.
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