If you’re anything like me, then buying shoes is an absolute nightmare. For as long as I can remember, I’ve always had an issue finding a pair that doesn’t rip my feet to shreds. That’s where trainers come into the equation.
This time last year, I went on a night out in a pair of heels (which I thought I trusted) and ended up spending my 22nd birthday in the doctors showing them the damage that had been caused, which was apparently precisely how I had wanted to spend the day.
My love affair with trainers started back in 2014 with my New Balance 420’s. These shoes were permanently glued to my feet; through rain, snow or shine, everywhere I went, so did the shoes. Of course, this had to come to an end as they began to fall apart (or rot away, I’m unsure) and, after a year, I had to say goodbye.
Today, my trainer collection is extensive and unnecessary. I find an excuse to buy a pair wherever possible for no particular reason other than the fact they’re pretty. I’m currently in love with the Balenciaga Triple S trainers. However, it seems every single other person on the face of this earth it, too. They’ve been in-and-out of stock for as long as I can remember and in-and-out of my basket on Farfetch more times than I can count. Although, I’m a persistent and determined person and I’m determined that these will enrich my life for the better.
I’m not the only one who has embraced this hype though. In fact, fashion search platform, Lyst, have dubbed them the new handbags, with someone searching for Rihanna’s collaboration with PUMA being searched every seven seconds last March.
Okay, so I haven’t searched for the Fenty trainers (especially not for the silk bow ones because I just didn’t get them), but I’ve definitely jumped onboard with trainer trends every now and again. When Nike Air Max 97’s became popular again, I fell head over heels for them and now have several pairs. Why? Because they’re what’s in.
Trainer culture on Instagram is large and competitive. High Snobriety and Hypebeast dominate explore feeds, with new colourways making you realise that there’s room for one more pair on your shoe rack. The competitive culture doesn’t stop at the size of your collection, though.
Rihanna’s collaboration may have piqued the interest of many Lyst users, but it isn’t the only popular crossover that has sent sparks flying recently. The latter part of 2017 saw the release of the Chanel x Pharell x Adidas launch, with an original purchase price of £1000. However, since the shoes went flying off the shelves in November, they’re now being sold for as much as £10,000.
Streetwear culture has been becoming more-and-more apparent over the past couple of years, and it now appears that it has crossed over into the mainstream. From designer retailer Lacoste launching a line with Supreme to the recent Chanel x Adidas trainers, celebrities have been adopting the culture also, changing consumer habits.
Lyst’s findings that handbags are no longer considered such a status signal shows evidence of the way in which consumers are spending their money. With celebrities now upping their streetwear game, there is no need for people to drop thousands of pounds on a handbag. Although the longevity of a bag is higher than that of trainers, the age of social media means that people need access to trends now, and it is easier to keep-to-date with what’s fashionable when it comes at a fraction of the price.