Affordable luxury: 3 popular brands launch cheaper lines for younger customers


Affordable luxury: 3 popular brands launch cheaper lines for younger customers

Making fashion all-inclusive

By Shweta Gandhi  January 12th, 2018

No matter if it’s a collaboration between a designer and a high-street brand (like the recent Erdem x HM or Payal Singhal x The Label Life) or a label launching its diffusion line (think: Marc by Marc Jacobs and Versus Versace), affordable luxury that is inclusive to all is the current zeitgeist. Playing to that note, high fashion streetwear brand Off-White has launched an affordable capsule collection, aptly titled For All. The unisex line houses four hoodies and four graphic T-shirts that come with the brand’s signature black and white diagonal stripes and quotational marks.

Off White 1
Picture courtesy: @off____white/Instagram

While the hoodies retail for roughly around Rs 10,000, the T-shirts will set you back by only Rs 6,000 — which is quite a relief, considering that the average price of an Off-White item is four times more than that. “The price tier allows for a new customer to see themselves within the overall concept of the fashion label,” Off-White’s creative director Virgil Abloh said in an interview. He added that staying put to one particular price point is old-fashioned in this day and age.

Off White 2
Picture courtesy: @off____white/Instagram 

Luxury brand Proenza Schouler is another name that debuted its affordable line, Proenza Schouler White Label (or PSWL), in November last year. The line takes on the brand’s covetable T-shirts, sweatshirts, denim and light outerwear, and is priced between Rs 12,675 and Rs 77,680. 

Leah by @hannamoon69 for PSWL #proenzaschouler #PSWL #ss18

A post shared by Proenza Schouler (@proenzaschouler) on Dec 17, 2017 at 6:31am PST

“It has always been a goal of ours to fully develop a well-rounded and balanced collection that mixes the high-end with the everyday in a way that speaks to both many of our personal friends, and to the designer customer we’ve developed over the years, ” designers Jack McCollough and Lazaro Hernandez told Elle

Yet another label is high-street brand H&M, who announced the introduction of an affordable luxury brand, Nayden, that is all set to release early this year. Nayden aims to tap into the millennial market, or “the Netocrat,” as the brand puts it: “The Netocrat is more sensitive than ever to credibility, authenticity, and personality,” Oscar Olsson, the head of H&M’s Innovation Lab, was quoted as saying. The brand will not follow seasonal trends or fashion weeks, and will fix its price points according to the product. 

Sadly, For All will only be available in Off-White stores (they don’t have an outpost in India yet) and it’s going to be a while before Nayden launches. PSWL, however, can be shopped online at proenzaschouler.com