Day: July 15, 2020

The Next Generation of Creatives Shaping Fashion and Youth Culture

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LONDON — Who will shape the new cultural landscape after it’s been turned upside down by the outbreak of COVID-19 and global Black Lives Matter protests?

The answer lies in performance labels, streetwear figures who are unafraid of taking a political stance and TikTok stars more so than the traditional fashion labels.

Highsnobiety and the fashion search platform Lyst are highlighting those groups in their new Next 20 report, which points to a new wave of brands and creatives.

“The innovators in the list define youth culture at this point in time, whether it be through fashion, music, entertainment, art, activism or other creative disciplines. These emerging personalities and brands write their own rules and serve as an early look into where society is heading culturally,” the report said.

At the top of the report’s brand index is Salomon, highlighting the increased relevance

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