STREETWEAR, WOMEN, IDENTITY
This Independent Final Project was an exploration of the streetwear market and where women are positioned amongst it. Looking back at feminist movements and key women designers sculpted the beginning of a new era for women.
Through the exploring the positioning of streetwear, it came clear that brands have adopted innovative marketing strategies. This new take on marketing formed an exclusivity approach, it has been anticipated that male consumers where streetwear as a form of validation and a vision of their own masculinity.
Within the final chapter it was concluded that women would purchase from streetwear brands designed specifically for their gender. Analysis of 'hypebeast' and 'hypebae' serves a reflection that womens streetwear still isn't an appropriation to the mens market.
