Off-White, an English brand, stands out from the “first-generation” streetwear brands like Stussy by adopting a high-end strategy to reshape the development model of streetwear. Virgil, the director of Kanye West’s styling team, has been able to generate significant brand exposure for OFF-WHITE through his prestigious position and ambiguous relationships with numerous celebrities. The marketing tactics of engaging with potential consumers through social media and direct online sales have also brought immense economic benefits. While high-end fashion brands cater to a niche audience with designs that seem professional and rebellious, visionary Virgil Abloh, born in the new millennium, has identified the desire of young people to seek a sense of belonging in the trend culture and the paradoxical need to represent their unique voice. They want to wear affordable streetwear while also yearning to flaunt the same level of sophistication as luxury fashion. Thanks to the influence of celebrities and internet celebrities, the streets are now filled with people wearing zebra prints.
