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Pierre-Yann Dolbec, Associate Professor of Marketing, Concordia University

Doechii’s Thom Browne look at the Grammys bridged street culture and luxury fashion

American rapper Doechii turned heads on the Grammy Awards red carpet on Feb. 2 in a striking Thom Browne ensemble: an off-the-shoulder corset suit dress with exaggerated hips, paired with a crisp white shirt and grey tie.

The look was both classic and undeniably subversive — a fitting image for the transformation of the fashion world since the early 2000s. Not too long ago, the idea of a rap artist spotlighting a luxury tailor’s creation would have seemed jarring.

Streetwear and high fashion once lived in separate worlds. Luxury brands sold exclusivity; haute couture, hand-stitched gowns and fine tailoring. Streetwear, on the other hand, was about authenticity and everyday life, with deep ties to subcultures around skateboarding and hip-hop.

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