Before following the trend, why not first take a look at how Gothic font Tee became popular?

Open this dictionary and interpret in-depth trend knowledge

Throughout the first half of 2016, you can see that superstars such as Kanye, Justin Bieber, Rihanna, and GD frequently wear clothes with font (Font) elements on their upper bodies. The question then arises, can Font become the next wave of fashion trends? trend? And how long will it last?

「I FEEL LIKE PABLO」 POP-UP live

Before starting "nonsense", let me list some keywords for you first

“Yeezy Season 3”

“Vetements”

"Thrasher"

"I Feel Like Pablo"

origin

He deserves half the credit for Font's eruption - Kayne west

Let’s go back to 2013, when Kanye’s Yeezus Tour achieved unprecedented success. Looking back, the red coconut and Maison Martin Margiela crystal masks can be regarded as classic moments in the history of fashion (eh? How come Kanye and Sk8thing are all wearing masks? ?)

However, it was this Yeezus Tour that successfully set off a new business model, the "souvenir craze." Souvenir items from the venue, such as the MA-1 jacket with the "Yeezus" logo and the skull short T-shirt, are all classic items treasured by collectors. The "Yeezus" logo at that time was very similar to the Metallica band's logo.

Above: Yeezus

Next: Metallica

Left: 1986 Metallica tour in memory of Tee Right: 2013 Yeezus Tour in memory of Tee

Akan's success is undoubtedly the target for major brands to imitate. Subsequently, the fashion industry rushed to adopt this heavy metal-oriented font. Even the concert commemorative items of singers such as Drake, Justin Bieber, and Rihanna are more expensive than the famous brand clothing on the market. Be popular. However, font elements are still in the small circle (referring to various parades and performances) stage and have not become mainstream.

eruptive period

After "passing" adidas, every move A Kan makes can cause a sensation. The Yeezy Season 3 released in February this year, an "I FEEL LIKE PABLO" sweatshirt once again confirmed his ability to make waves. In terms of strength, he even tweeted that "no brand can achieve the astonishing achievement of one million in 2 days." And the GOTHIC (Gothic) font that is currently on the street can be regarded as a warm-up for everyone that night.

Regarding the transformation of the GOTHIC font designer DeWitt (pictured below) used by Kanye, you can refer to Xiao Yuan’s previous push (Is this Gothic font design the best this year?)

DeWitt

You are the most talkative man in the world. In the era of information explosion, you wore "I feel like kobe" clothes on the night of KOBE's retirement battle. It is not just a simple tribute, or it is a formal tribute to the world in the name of KOBE's retirement. People around the world are brainwashed to remember the "Font" that belongs to his team.

However, he succeeded~ Just in the past few weeks, Kanye announced the opening of 21 Pop-up stores in 21 places around the world (Kanye announced today the opening of 21 Pablo pop-up stores. Is it to make quick money or New trend?).

Let me put it this way, driven by PABLO, among the brands that have suddenly become the focus in the past six months, such as Vetements, Thrasher, etc., any single item containing font elements can blow up your screen. In the same way, with the support of celebrities from all walks of life, more and more "reference" items have been released.

Vetements

From left, TYGA, Kylie Jenner, Hailey Baldwin, and Rita Ora all wore Vetements letter sweatshirts.

When it comes to wearing something like fire, how can we miss out on your Aaron?

You can also see him outside the show

But in terms of qualifications, Thrasher is more than capable of being a PABLO predecessor, and Alexander McQueen has played with flame elements as early as the spring and summer of 2012. Why can it only become popular this year? If you want to blame it, blame it, it didn’t catch up with the good times! OneThere is no topic maker like Akan, and the other is social media adding fuel to the fire, and oh~ there are three people using it.

First set a small goal for yourself, which is to let Internet celebrities around the world wear THRASHER

In fact, as early as a few years ago, my Na had already "got angry", and now it was too late to get into the car (feng).

According to statistics, about 80% of the scenes captured by the media in the past year were of THRASHER on the upper body. From sweatshirts to short T-shirts, every piece was not spared. It was like a living THRASHER mobile advertisement. Card.

Similarly, this year, it was the use of "a few people" that made this skateboard magazine, founded in 1981, popular again after 35 years.

On the contrary, Kan didn't wear it, his daughter North did.

Justin Bieber

Of course, Aaron is indispensable. This time he even asked his teammate Taiyang to wear it together~

Will it become a new trend?

Judging from the entire first half of the year, the trend of font consumption in the fashion circle in the second half of the year has been settled. Not only the American trend has been affected by it, but also Japanese and Korean trends have recently followed this new trend. It’s a commemorative item from Na’s Just Entered the Great Tour, but the beauty of it is left to everyone to understand.

Left: PABLO Right: Just Entered the Great Tour

Earlier, Aaron endorsed the Korean fast fashion brand 8 SECONDS. In the new season's items, there are so-called font shadows.

Hello~Is this Thrasher?

Oh~ So this is GOTHIC?

Furthermore, the GOTHIC font was also used in the recent joint planning of WTAPS × VANS, and it was the first time that the brand used the GOTHIC font.

Even the F.C.R.B. 2016AW released today also "borrows" the shadow of Pablo (Tan Shou.JPG)

There is also FENTY x PUMA's Liancheng Zhong, who also played GOTHIC

It seems that the current so-called trend has been occupied by the "font" element. Regardless of the size of the brand, as long as you add font elements to your clothing, it seems to have the potential to become a hit overnight. The only difference is a "Bole" who uses it and the promotion of social media.

It is worth considering that if the brand consumes it excessively in design, will it devalue the "font" itself? Or will it slowly lower everyone’s expectations for the brand itself? But in the final analysis, it’s not just a business. What brand wouldn’t be happy with a project that can make money? It just depends on whether it is light or heavy. Finally, I would like to ask everyone, in this trend, will you buy a "Font" item (without a budget)?

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