Brandalism: fashion & vandalism Guerrilla art, trend fashion and social irony

Revisiting the heritage, with irony, lightness, but without ever giving up on coolness. It is a new era for Burberry that, under the artistic direction of Riccardo Tisci, is opening the company up to the contemporary, the street, the millennials, reworking and reviving, with the help of Peter Saville, its sacred symbols. Like the iconic logo that becomes a red and honey white pattern with intertwined T and B, initials of Thomas Burberry, the founder of the brand, or the classic checkered pattern that in backpacks, belts, shirts, and outerwear from the FW18 collection, is revitalized from an engaging writer-style graphic. Experimentation. Contamination. Rebellion. Fashion is also this, a continuous exchange between art, society, politics, life, a mixture of ingredients that each brand mixes ad hoc to reach ever greater slices of the market. Nothing is more sacred, untouchable, and thus even the luxury giants with their static codes can be subverted, strongly influenced, according to the London professor Jonathan Wilson, from an idea of authenticity linked to the cultural phenomenon hip-hop, which is based on keeping things true, current, arrogant, socially critical, competitive, anchoring the "institutional" culture to the road. So, for example, Gucci turns into "Guccy" for the SS18, the vandalized shop window of the New York boutique of Tiffany is the protagonist of the SS18 or paparazzi style from Balenciaga and Yeezy is a candidate for the year's advertising campaigns.