Inflation and the rise of brand DIY fashion.

Inflation is hitting a five year high as we see the gross domestic product (GDP) increase 4.1%.  With the food and drink industry being at the forefront it is damaging poorer families the most. As the cost of basic living rises, it leaves less surplus for desirable products, leaving only enough for the essentials. Fashionistas are being forced to look for new ways to dress.

I saw this in the news and to many, especially youth, will not acknowledge it's happening or even be fazed by the word 'inflation'.  This topic is however relatable to anyone following the current fashions and any style spotters out there. I suspect in the coming years that fashion will turn to a bigger investment into sustainability or people will make do and mend in order to get their desired style. What I mean by this is as follows - 

The counterfeit culture has always been huge in South Korea and this is the easiest way to get a branded name on a budget. Inflation here has also been at a five time high, up statistically 2.6% august 2017. Happening just before it hit the UK. There has always been a market knock off goods in the fashion industry but has always had a stigma attached to it. However due to the societal changes and other outrageously accepted trends, it is booming into mainstream fashion in South Korea.  The factual reasoning behind knockoffs may purely be because the real versions are unaffordable, or is it? The trend that I want to discuss is a similar to this but a more interesting version. 

Obviously fake- Instead of buying good lookalikes to the real brand which you would buy in order to make it seem as if you had the real thing, they have done the opposite. Making something 'obviously fake'.  For example putting a "fake" tag onto a fake supreme bag or putting Givenchy onto Nike air max 95s. This hype was partly started by instagrammer Ava Nirui. @avanope became known for items such as her Louis Vuitton print inhaler and has recently collaborated with Marc Jacobs after making fake versions of his stuff. Other brands have caught onto this trend such as SSUR with commes des fuckdown. 

What once was unacceptable to do due to the 'tackiness' attached, could it soon be a globally accepted trend?

This small trend is the complete reverse of the recent IKEA and SPORTSDIRECT craze; tacky and value brands being made into high fashion, something only fashionistas could get away. The regular high street shopper wouldn't pull off a sports direct bag as a handbag or an Ikea bag as a top. Making do with the materials around us and saving money will allow more people to engage in street wear style without the costly labels, in a different/edgy way. 

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