Put on your headphones and turn up the volume because CULTED ASMR is here ! It’s no longer enough for clothes to just look pretty. With the evolution of technology making it all-but guaranteed that shows will be livestreamed now, there’s less mystery surrounding new collections and a far shorter trend cycle between catwalk and high street: what AREA shows on the catwalk on Thursday will most probably be being commercialised in a retail boardroom by the next Monday.
To combat this, brands are getting creative. Just take Off-White’s PAPERWORK – the beauty line which involves three senses in just the unboxing process. Brands like Balenciaga take a sensorial approach to their shows now too – filling the showspace with scents related to the show’s theme to create a multi sensory experience for those in attendance.
However – what about the sound of fashion? We’re not talking about show music – which can complement and provoke different feelings about a collection – but about the actual sounds of the pieces. Yeah those Loewe balloon heels look amazing, but what do they sound like when touched? Will the sound of this Diesel jacket make for an awkward entrance into a silent room? Well, if you’re interested in finding out the answers to these all-important questions, we’ve got you covered.
We’re launching our very own CULTED ASMR series. Expect to see this season’s hottest pieces in all their glory (and volume) over on our TikTok – from Givenchy’s tactile pieces to Chet Lo’s iconic oversized bags. First up is Diesel’s G-Magnolia jacket – a treat for all the senses.
Dropping weekly, this isn’t one to miss.
More on CULTED