Your Brainrot May Be Influencing the Fashion World 🧠

[Hypebeast] July 25, 2024 Weekly Digest 💭 Are Fashion Brands Capitalizing on Your Brainrot? TLDR: In 2024, designer labels have found major breakthroughs online by trading in their highly-produced videos for those that look a lot more like what’s actually going viral on TikTok. Why It Matters: Brainrot is “low-value internet content and the effects caused by spending too much time consuming it.” It’s the language of the doom scrollers, the chronically online, the terminally logged-on. Said effects can include talking like a walking TikTok For You Page and an ever-shrinking attention span. Some people proudly proclaim their brainrot status. Others shamefully hide their internet obsession. For better or worse, it’s the connective tissue between the millions of users overconsuming social media. And like with anything trendy, fashion is smack dab in the middle of it, brainrotting right alongside you — or, perhaps, for you. Read the full article [here](. --------------------------------------------------------------- 🦹 Ronnie Fieg Reveals Marvel Comics x Kith x ASICS "Super Villains" Collection TLDR: Ronnie Fieg returned to social media today to announce KITH’s latest project with ASICS – teaming up for an expansive collection of Marvel Comics-inspired kicks. Why It Matters: The trio are no strangers, having joined forces a year go to outfit the ASICS GEL-LYTE III in seven X-Men-themed colorways. This year, the trio look to have crafted a similar project, this time featuring designs based on Marvel Comics’ supervillains. Utilizing the GEL-KAYANO 14, GT-2160 and GEL-1130, we see looks dedicated to the Silver Surfer, Spider-Man, Venom, Green Goblin and Magneto. On top of this, a collaborative comic graded by PSA — which recently announced it would start grading comics in early 2025 — accompanies each pair with a total of 25 different variants to collect. Read the full article [here](. --------------------------------------------------------------- 🐉 Caroline McCall’s Costume Vision for ‘House of the Dragon’ Is Steeped in History TLDR: Now in its second season, House of the Dragon continues to underscore the tragic and power-hungry themes of George R.R. Martin’s novel Fire & Blood and costume design remains one of the key pieces. Why It Matters: Caroline McCall stepped in to lead costume design with a prestigious resume, including work on Downton Abbey, His Dark Materials and more. McCall dove into a months-long research practice. From reading parts of the book, watching the show and investigating cultured design elements, McCall’s approach was not a mere selection of color-themed styles, but a full curation of historically-influenced designs. “I like costumes to feel like clothes and not costumes that the actors have to wear when they become the characters,” explained McCall. “So I started looking at ancient civilizations, medieval dress and how the clothes could be constructed so that everything felt real in the time period.” Read the full article [here](. --------------------------------------------------------------- ⛹️ The Air Jordan 4 “Wet Cement” Drops This Week TLDR: The concrete silhouette release is accompanied by the Jacquemus’ Nike Air Max 1 ’86s, the Air Jordan 39, BAPE x Vans and more. Why It Matters: It may not look like it at first glance, but this all-gray rendition of the Air Jordan 4 is another homage to this year’s Olympic Games. Drawing inspiration from the cobblestone streets of Paris, it has been drenched in a “Wet Cement” finish that sees nubuck and suede coated in various gray hues. We’re just days away from the opening ceremony of the 2024 Olympic Games in Paris and in celebration of the international competition, this week is loaded with exciting releases nodding to the event. Nike, Crocs, Jordan Brand, ASICS, Salomon and Vans are all contributing with unique colorways and special collaborations. Read the full article [here](. --------------------------------------------------------------- 🧶 Hypebeast Visits: Simone Brewster, Designing To Make a Change TLDR: The acclaimed designer discusses carving her own lane, being the change she wants to see, and full-circle moments for Habitat’s 60th Anniversary. Why It Matters: If you want to see change, you’ve got to be that change — that’s how acclaimed designer Simone Brewster got into crafting from passion, necessity, and visibility. For the latest installment of Hypebeast Visits, we explore the London-based creative’s process, ethos, and latest partnership with Habitat for its 60th-anniversary collection. Comprised of two Ripple rugs and one Ripple runner, the exclusive home and furniture range sees the designer delve into the brand’s extensive archives to blend her masterful storytelling with its rich legacy for a vibrant offering that plays with textures, depths, and shapes. Read the full article [here](. --------------------------------------------------------------- [Hypebeast] [Download the Hypebeast App]( On iOS & Android Devices [hypebeast facebook]( instagram]( twitter]( youtube]( --------------------------------------------------------------- [Manage Subscriptions]( Policy]( You are subscribed to Hypebeast’s marketing emails with the address: {EMAIL} Contact [subscription@hypebeast.com](mailto: subscription@hypebeast.com) for assistance on any enquiries. 2023 Hypebeast Limited. 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