week 2
“Chrome Hearts is Overrated”
By Devon Lee
It’s undeniable that Chrome Hearts has created its own unique niche with its iconic cross motifs and commitment to handmade sterling silver jewelry and leather goods. Though, there is concern that this emphasis on motifs overshadows any real substance. The brand’s signature cross seems more like a marketing gimmick than a symbol with deep meaning.
Chrome Hearts is notorious for its outrageous pricing, charging a single silver pendant at a minimum of four hundred dollars. The merchandise, ranging from jewelry and clothing to accessories, often commands exorbitant prices that are disconnected from the actual value of the product. The brand’s reputation as a luxury label is tarnished by its most popular items, which include zip-up hoodies adorned with horseshoes, neon sweatshirts featuring the Sex Records logo, and awkward baseball caps. Are the prices customers pay truly justified? Or is it merely a result of the brand’s reputation and celebrity endorsements? The iconic logo, featuring a gothic font with the words “CH” surrounded by a multitude of crosses, is essentially an emblem of overpriced hype. In this way, Chrome Hearts seems to profit off of its crafted aura of desirability.
However, in the realm of luxury fashion, Chrome Hearts stands as a captivating anomaly. Born from the creative minds of Richard Stark and John Bowman in 1988, the brand has famed itself by defying the conventional norms of luxury. In a world where elegance often equates to quiet luxury, Chrome Hearts embraces the audacious and the bold.
Sure, its crosses are ridiculously overpriced and oversaturated, but they are distinctive. It’s become an iconic symbol of non-conformity. The brand has cultivated a dedicated following of individuals who resonate with this rebellious spirit, dressing infamously iconic figures like Cher known for being unapologetically bold.
If we ignore the garish neon hoodies and apparel that are chronically seen online, we remind ourselves what sets Chrome Hearts apart from other luxury labels: its commitment to craftsmanship. Before the popularity of hoodies and baseball caps, Chrome Hearts was known for its leather craft and iconic silver accessories. Each piece of leather and silver is painstakingly handmade, often in limited quantities. This strict devotion to artistry and the refusal to compromise on quality is the core of the brand’s integrity.
But it’s not just the quality and craftsmanship that makes Chrome Hearts unique. The brand has managed to bridge the gap between fashion and lifestyle. It doesn’t just offer clothing and accessories; it provides an ethos and a culture. The retail stores are often referred to as art galleries and serve as spaces where customers can immerse themselves in the Chrome Hearts world with rooms carved head to toe in iconic gothic script and furniture. The brand has managed to cater to a broad spectrum of customers, from celebrities to motorcyclists, rock stars like Guns and Roses, to the common fashion consumer. This versatility exemplifies the brand’s ability to adapt without losing its identity. Chrome Hearts is, paradoxically, both exclusive and accessible.
But like any story of unconventional luxury, Chrome Hearts has not been uncontroversial. Owner Richard Stark is unapologetically “anti-designer,” as evidenced by his decision to engrave a prominent “F*** YOU” into the wooden floor of the Manhattan Flagship located on the West side. The brand has zero interest in meeting retailers’ demands for timely collections and commercial product lines. This unapologetic, “F*** YOU” approach to design and expression has unquestionably offended numerous members of the fashion world. Yet it’s precisely this rebellion against the conventional that has garnered the brand such a substantial following. In the luxury fashion world, conformity is trendy, but Chrome Hearts dares to be fearlessly different. It teaches us that luxury isn’t just about what you wear; it’s about the story it tells.
Chrome Hearts is a brand that thrives on rebellion, and in doing so, it has etched out a distinct and cherished place in the world of luxury fashion and lifestyle. In a world where everyone follows the norm, Chrome Hearts is the lonely example of how, sometimes, it’s the outliers that truly define the future of luxury. Luxury is not always about blending in, sometimes, it’s about standing out.
Fast-Track Fashion: A$AP Rocky and PUMA's Revved-Up F1 Collab
By Cassidy Crockett
In the annals of fashion history, the interplay between sports and style has been a timeless and harmonious partnership, each influencing the other in a captivating synergy of form, function, and flair. This connection, finding its origins in the ancient Greeks who celebrated athleticism during events like the Olympics, laid the foundation for what we now call functional sportswear - a fusion of aesthetics and performance. The 20th century marked a turning point when sportswear emerged as its distinct category, with the transformative explosion of giants like Nike, Reebok, and Adidas claiming dominance in the market. Simultaneously, athletes rose to unprecedented stardom, amassing legions of passionate fans.
In tandem with this, the global ascent of hip-hop culture reverberated through the realms of music and fashion. The emergence of streetwear blurred the boundaries between sports clothing and everyday fashion, ushering in a new era where these two genres intertwined.
As we stepped into the 21st century, the connection between sports and fashion deepened. The rise of athleisure, reflecting a societal shift towards healthier lifestyles, brought with it a demand for versatile clothing that seamlessly combined comfort and style. A significant development was the integration of technical fabrics, originally designed for sports performance, into everyday wear, highlighting how sports technology transformed fashion's functionality. Athletes have, for decades, stood as style icons, leaving their mark as fashion trailblazers. Figures like Michael Jordan, with his iconic Air Jordan line, revolutionized sneaker culture, while personalities like David Beckham have epitomized the fusion of athletic prowess and sartorial elegance. The fusion of sports and fashion becomes most evident when sports stars collaborate with fashion brands, giving birth to iconic collections that reflect their distinctive style. These collaborations not only ignite trends but also inspire fans and fashion enthusiasts to emulate the unique looks of their sporting heroes.
A quintessential example of this enduring merger is the groundbreaking partnership between the sports giant PUMA and the multi-talented artist, creative, and designer A$AP Rocky. With a sharp focus on the intersection of sport and streetwear, PUMA has named A$AP Rocky as its Creative Director. A$AP Rocky's impact goes beyond design; he is orchestrating visually captivating content that explores the influence of car culture on streetwear and fashion in America. PUMA's dedication to leveraging the growing connection between streetwear and motorsports is underscored by a significant multi-year licensing deal signed in May, granting PUMA exclusive rights to produce and sell Formula 1 apparel, footwear, and merchandise.
The inaugural products arising from this partnership are a limited edition collection of accessories and apparel, crafted in collaboration between Puma and F1. These exclusive items will make their debut at the upcoming Las Vegas Grand Prix in late November. This collaboration holds the promise of a transformation, as it opens up new horizons for PUMA, particularly in the American market, by reaching out to a broader, younger, and more diverse audience. It is my belief that the sports industry, though vast, lacks diversity. By teaming up with musicians and celebrities boasting massive fan bases to rejuvenate the fashion associated with these brands, a fresh opportunity emerges for Gen-Z to feel a sense of belonging within the esteemed world of Formula 1.
H&M Steps Into Luxury Again With Rabanne,
Just in time for the holidays.
By Dee Kwong
H&M sets its foot in the luxury world again. Already, the company’s extensive portfolio includes successful ventures with Mugler early this year and Karl Lagerfeld and Balmain. Next on the list is the French luxury House Rabanne, known for its use of unconventional materials in design.
Often referred to as the metallurgist designer (a label given by Coco Chanel herself), Paco Rabanne elevated everyday materials into couture pieces, using his architectural and design backgrounds (his mother was the head seamstress at Balenciaga). Think slinky metal-plated dresses, disco protruding headwear, and plastic fabrications around human bodies. In Two for the Road, Audrey Hepburn wears a Rabanne creation—acrylic discs that form a cap-sleeved dress.
As of today, Rabanne’s most known products are their perfumes: Fame, Phantom, and the 1 Million series. Other standouts include Le 1969 bag and Paco Rabanne’s One Day Dress—paper-constructed dresses meant to last a day.
Now, Rabanne’s creative director Julien Dossena attempts to root Paco Rabanne’s futuristic Space Age world into our world through H&M. A first-time move for the luxury house, Dossena moves past scents and clothes, pushing into home furniture, textiles, and decor. A decision that can quickly turn sour if it’s anything reminiscent of tacky 70s homeware. He’s inspired by “the cool pull of the 1970s pool party [with] shimmering disc-o-rama dresses, slinky ribbed knits, and luxe loungewear destined for cocktail hour.”
Already, H&M gives us a sneak peek through their campaigns. You are greeted by a dimly lit yellow. A manufactured sunset cues the party. Dancers and models move amidst bold purples, reds, and greens—mirroring the colors present in the collab itself. Anok Yai wears a similar rendition as Hepburn, only modernized. Cher wears a piece from the collaboration—a waist-cropped military jacket with cuffs reaching the edge of your hands.
As seen with H&M’s Mugler collaboration, the H&M partnership will be a derivative of Rabanne’s main line, priced at a lower point. However, the main concern is how hypermetallic craftsmanship will translate into a fast fashion company.
Dossena attempts to give assurance. “I was amazed by their precision and standards, also because it was out of the question for me to offer lesser-quality metal mesh or chain mail products at H&M,” he said in WWD. “I can assure you that the quality that H&M achieved with its own partner is the same that we offer at Paco Rabanne.”
The Rabanne girl wears chainmail-like armor. Reminiscent of Studio 54, the maximalist girl exudes a look, don’t touch aura. We can only wait to see if H&M successfully translates the Rabanne name to the masses or if it’ll resemble Mugler’s collab: frayed hems and unflattering warping on the body for $300 products. The collection will release November 9th, 2023.