Culture Pushed to the Forefront for the Future

By Courtney Coleman

November 22, 2021

The Rise of Cultural Guardians in Fashion

In today's digital age, we're witnessing a new awakening for cultural guardians. The collaboration between traditional craftsmanship and digital kinship is pushing culture, craft, and heritage to the forefront on a global scale, becoming a major key to power in the fashion industry. As new trends emerge daily on the internet, their impact on society as a whole is undeniable. We can clearly see the correlation between brands staying current and how technology can either hinder or accelerate their success.

Cultural Mainstreaming: From Hip Hop to K-Pop

While K-Pop has recently pushed Korean culture into the spotlight, this isn't the first time a subculture has gone mainstream. Hip hop culture has been captivating outsiders for decades. Originating in the Bronx, New York, in the 1970s, hip hop quickly developed a distinctive style. Musicians and dancers adopted casual athletic wear and name-brand items, with gold jewelry playing an essential role. Chains, large earrings, and custom buckle belts conveyed a sense of luxury and wealth, contrasting with the basic ensembles of the general public.

The Power of Digital Platforms

In our social media-driven world, going viral on new digital platforms has become crucial for longevity in the fashion industry. The more visible a brand or designer is on people's timelines, the more activity and new introductions they receive. Leveraging one's heritage as a leading characteristic can be a powerful strategy. By presenting an authentic self and showcasing craft practice preservation while being sustainable, designers can create a unique and compelling brand identity.

PrettyJetMiss: A Case Study in Cultural Fashion

Britany Pittman, also known as Taylor Jane Designs, the up-and-coming designer behind PrettyJetMiss, exemplifies this approach. Drawing inspiration from the New York hip hop scene, PrettyJetMiss believes in blending vintage with contemporary styles, emphasizing era inclusivity. Pittman aims to introduce era pieces to both today's youth and older generations.

Pittman chose New York as her inspiration due to family ties to the East Coast and the city's unparalleled streetwear scene. She recognizes hip hop's significant impact on the fashion world, noting how it has "catapulted many designers who weren't a part of the culture."

Future Plans and Brand Growth

To push her brand forward, Pittman acknowledges the need for partnerships to reach a broader audience. Her goals for the coming year include:

1. Creating a website to expand beyond social media

2. Collaborating with an accomplished photographer

3. Recruiting brand ambassadors

4. Building a strong foundation for brand launch

5. Partnering with industry professionals to catapult the brand

Launching a Fashion Brand: A Step-by-Step Guide

For aspiring designers looking to launch their own culturally-inspired brands, Pittman's journey offers valuable insights. The process can be broken down into three main phases:

1. Prepare for Launch

   • Analyze the market

   • Identify your target audience

   • Understand audience needs and preferences

2. Launch

   • Develop products tailored to audience needs

   • Set the tone for the brand

   • Create clear offers and marketing materials

   • Identify where and how to reach your audience

3. Post-Launch

   • Gather and analyze feedback

   • Continuously refine products and strategies

The Importance of Cultural Fashion

This story resonates with FSD readers because of its inclusivity and relatability. It encourages individuals to explore their own culture and heritage while providing practical steps for aspiring designers to create and launch their brands.

In today's diverse fashion landscape, there's a place for every culture and unique perspective. Social media provides a platform to captivate audiences quickly, making it the perfect stage for culturally-inspired brands to shine.

By embracing one's cultural heritage and combining it with modern digital strategies, designers can create powerful, authentic brands that resonate with audiences worldwide. As Pittman's journey with PrettyJetMiss demonstrates, the fusion of culture and fashion has the potential to push boundaries and create exciting new possibilities in the industry.

Works Cited

WGSN. "Culture Power." Academy of Art University Library, 2021, https://0-www-wgsn-com.library.academyart.edu/fashion/article/92109#page17

"Building a Fashion Brand: Know Your Target Audience to Maximize Growth." StartUp FASHION, 17 Feb. 2020, https://startupfashion.com/building-fashion-brand-know-target-audience-maximize-growth/