Y/Project’s denim panties are just the most recent example of a high-fashion garment causing a wider media furore.
, which reimagined the iconic sheepskin boot as thigh-high boots and high-heeled wonders. “Uggs have never claimed to be pretty, they were invented for comfort,” he explains. “And we basically wanted to push the experience of putting on such a warm and comfortable boot, so we elongated them in order to have the full leg bathing in that comfy butter. I was very aware that there was no way a thigh high UGG could pass by unnoticed.
“I like to challenge myself and challenge my customers,” Glenn says. “So once in a while we propose certain products that might provoke and these are the pieces most people remember. But I do believe they are very pretty -- during the men’s show the denim panties were styled with black stockings, pumps and a black mohair knit and the look was very elegant!” In fact it was only when the denim panties appeared on SSENSE’s Instagram feed that the masses stood up and took notice.
“You'd think that we now know the secret key to success -- do something unconventional and wait for people to react, but in reality, it's not about pure provocation,” says Ksenia Schnaider, the creative force behind another brand serving up catnip for the meme generator, specifically the Kyiv based label’s made-to-order asymmetrical jeans. “They were quickly turned into a meme, as people were customising their own jeans and tagging us,” design partner Anton Schnaider explained.
“The best memes are shared instances of ephemerality, so are almost exactly antithetical to the time-heavy and process lead creation of design objects,”told us. “To make fashion expressly in the hope of feeding into a meme seems to me to be missing the joy in both endeavours.” Which is why none of the designers creating this year’s most talked about meme fashion approach their designs in this manner.
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