First it goes viral on Instagram and TikTok, then Jonathan Anderson decides to share the video tutorial on how to reproduce it and finally, the Victoria and Albert Museum acquires it for a permanent exhibition.
You are (probably) wondering why. Surely when it comes to revolutionizing the aesthetics of fashion, Harry Styles does not miss the opportunity.
But let’s take a step back.
It all begins in February, when for the launch of his new single “Watermelon Sugar” he takes the stage of the Today Show at the Rockefeller Plaza in New York, wearing a colorful crochet cardigan. It is not just a common cardigan because, in addition to being signed by JW Anderson, we are talking about an item that we once called “the grandmother’s cardigan”.
Well, that cardigan, has just become a historically memorable garment and it has started a succession of really relevant events.
The first was when the patchwork cardigan after Harry Styles’ performance went viral on Instagram and Jonathan Anderson, partly for the cost of $1890, (partly for marketing strategy) and the strong enthusiasm of the fans, decides to give a video tutorial on how to make it with knitting needles.
After that, it is Tik Tok‘s turn that starts to be being populated with thousands of videos of guys who perform and wear it. A great success has been achieved also in the very popular video game ‘Animal Crossing’. In essence, magazines and blogs talk about it and then it becomes a real challenge, also given the strong trend of crochet in the S/S 2020.
Finally, the latest news is that the V&A Museum has decided to make it as a unique piece of a permanent exhibition, which will document the freedom of expression, creativity and imagination unleashed in handmade activities during the pandemic period. Clearly, in the section of the museum dedicated to the history of costume.
Well, we can define that cardigan a real case history that shows us, once again, the absolute power of social networks.
Furthermore, we also have full confirmation of how the celebrity Harry Styles has announced himself as a style icon in Gen-Z, thanks in part to the contribution of designer Harry Lambert and Gucci, who turned him into a rock star of the 70s.
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