Fashion trends come and go - that’s the whole purpose of a trend - but Loewe’s pixelated fashion doesn’t seem to be leaving our radars any time soon. First shown on its SS23 runway, the “Pixel Perfect” clothing, which now takes centre stage on the brand’s website homepage, has joined the pipeline of things we ironically love until the sheer usage of it makes it not so ironic anymore.
The pixelated hoodie, now dubbed the Minecraft or Roblox hoodie, has become the star of the show, initially seen on the runway paired with the equally pixelated trousers. The range now has extended to offer a logo tee and several denim pieces. Both runway pieces priced at £1,750, while the pixelated t-shirt goes for £1,300, the calfskin puzzle edge bag for £2,500, and the newly added pixelated logo-tee only going for £425, the clothing isn’t exactly affordable but can be compared to some gamers’ yearly Robux spendings.
When it comes to out-of-the-box designs like Loewe’s pixelated range, it makes sense that its price point is going to be sky-high considering its customer base will be extremely slim. Aside from being seen on the brand ambassador Taylor Russel, the garment has also been spotted on fashion’s most powerful cosigner, soon-to-be second time father A$AP Rocky. Seen out with Rihanna, the paparazzi snapped away and by sunrise, the pixelated hoodie finds itself on everyone’s timeline.
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Obviously, pixels only exist via digital screens. To create this URL to IRL effect, creative director Jonathan Anderson uses a technical knit to create a “2D construction” as a new facet of his latest favourite design technique: the trompe l'oeil. The mind boggling trend, appearing as something else than what it actually is, has been seen on Loewe’s layered shirts and denim jeans, as well as transpiring through the industry at large, notably in Bottega Veneta’s leather-made denim-appearing jeans.
Other than trompe l’oeil, the pixelated clothing seems to be fitting into another trend, satisfying our childhood nostalgia. During Loewe’s most recent show, FW23, we saw the sculpted pastel pieces, from a strapless pink dress to the pleated green skirt, now dubbed the “Polly Pocket” clothing.
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But it’s not just Loewe whose recent outputs have been rooted in childhood core. There was MSCHF’s viral Big Red Boot inspired by Astroboy, GCDS had us screaming “who lives in a pineapple under the sea?” with its recent Spongebob-themed SS23 collection and Mowalola’s recent collaboration with Bratz to create the “Jade” and “Felicia” characters.
Fashion has always been obsessed with youth, but its recent trends and pieces are taking it a step further, tapping into our 6-year old memories of doll playing. Or, Loewe’s recent pixelated clothing could be serving a double purpose: reminding us or our post-school Minecraft 5 hour sessions as well as tapping into tomorrow’s buying power: Gen Alpha.
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