The whirlwind of microtrends flooding social media platforms like Instagram and Tik Tok, combined with the exponential rise of streetwear fashion, was the perfect mixture to garner a new must-have accessory among the female crowd.
The remarkable rise in popularity of white sneakers has brought consumers into the post-high-heel era, where comfort is paramount, and celebrities embrace it. Did the pandemic play a role in this pivot?
Undeniably.
Camera IconLONDON, UNITED KINGDOM – 05/20/2019: Catherine, Duchess of Cambridge, spotted arriving in her ‘Back to Nature’ garden during the Chelsea Flower Show. The Royal Horticultural Society, Chelsea Flower Show, is an annual five-day garden show on the grounds of the Royal Hospital Chelsea in West London. The show will be open to the public from May 21 to May 25, 2019. (Photo by Dinendra Haria/SOPA Images/LightRocket via Getty Images) SOPA Images Credit: SOPA Images/LightRocket via Getty Images
Women once slipped through the summer adorned with a rope wedge or dainty kitten heels, but now white sneakers that cost you over $1000 are must-have shoes. And there have never been so many different styles on offer.
Let’s face it, except for Her Majesty the Queen; it’s hard to imagine a woman who hasn’t had a pair.
They’ve been everywhere, from Buckingham Palace to the most glamorous red carpets, in blockbuster movies, and front rows of fashion shows worldwide.
From Meghan Markle and Kate Middleton, left, to Oprah Winfrey, Michelle Obama, Nicole Kidman, Billie Eilish, Taylor Swift, and Rihanna.
Not only does celebrity endorsement boost popularity, but it has also spawned coveted collaborations like rap superstar Cardi B’s collection with sportswear giant Reebok, which sold out in minutes.
Camera IconCardi B reebok collab Reebok Credit: Reebok/delivered
The trend has become a lucrative cash cow for high-end fashion houses such as Balenciaga, Valentino, and Louis Vuitton, with a sneaker industry worth $110 billion, making the handbag monetized as a reliable source of income.
But the special thing about sneakers is that they have a dual identity and can operate on two opposing levels.
They can be high-fashion statements and, at the same time, very ordinary. Useful and sporty yet tenuous objects of desire. And although they are worn by many people of all ages and professions, they have retained their allure. Quite an achievement for a pair of white shoes derived from Henry VIII’s cotton footwear to play tennis at Hampton Court.
The transformation from street to chic happened when sportswear brands such as Nike, Adidas, and Puma realized they could charge a big premium for their everyday styles for micro-branded ranges; Stan Smith for Adidas and Michael Jordan for Nike Air Max. Small change — huge price difference.
Camera Icon New York, NY – July 18: Taylor Swift is seen at Tribeca on July 18, 2018, in New York City. (Photo by Gotham/GC Images) Gotham Credit: Gotham/GC Images
Humble Nike Air Force 1, which retails for about $160, is the Cadbury chocolate white sneakers.
Not the cheapest but not the most expensive either; popular with the majority but could use a little more flavor.
Deviating from the norm are Markle’s vegan style of choice, the $210 Veja sneakers. The vegan leather scores bonus points for durability but will run you around $210.
Embracing eco-friendly leather like Markle’s Rihanna, adorning the vegan Adidas Samba sneaker will set you back $170.
The footwear accessory has truly transcended its primary sportswear function. It becomes a symbol of style and wealth, leading to an industry estimated to be worth $110 billion by 2021, according to Statista.
