What are the new places to work for a successful career in fashion?
“Exploring Contemporary Brands—What If You Thrive?” launches as your guide to fashion careers. Hear first-hand from I’M alumni who are succeeding at today’s top modern companies
There’s a world beyond the runway. Over the past decade, the world of fashion—true, capital-F fashion—has experienced a profound transformation. A new wave of contemporary brands, armed with sharp aesthetics, bold ideas, innovative activations, and fiercely loyal communities, has redefined the industry.
These labels have rocketed to prominence not just through growing revenues or widespread consumer appeal but also by becoming staples in the wardrobes of contemporary tastemakers, local icons, and global talents alike. From casual streetwear to red-carpet moments, they have captured the attention of industry insiders, graced the covers of established fashion publications, and implemented some of the most effective business and communication strategies in recent memory.
A new wave of contemporary brands armed with innovative activations is redefining the industry
A Shift in Style and Status
Their evolution has been swift yet intentional, transitioning from underground cult status to mainstream acclaim while maintaining their authenticity and narrative. Today, many of these contemporary brands collaborate with established luxury houses, standing shoulder to shoulder at the Big Four fashion weeks.
Louis Vuitton x Supreme, 2017: A Turning Point in Fashion
In tracing this shift, industry insiders identify a pivotal moment: the collaboration between Louis Vuitton and Supreme in 2017. On the morning of the launch, 7,500 people lined up in Tokyo, 2,000 in London, and 1,500 in Sydney to purchase items from the collection.
Virgil Abloh at Louis Vuitton, 2018: A New Era Begins
Next came the appointment of the late Virgil Abloh as the artistic director of Louis Vuitton menswear on March 26, 2018. This was no ordinary hire—it was a seismic change. Abloh, an African-American streetwear visionary and founder of the contemporary cult favourite Off-White, stepped into one of fashion’s most storied institutions. His arrival marked the beginning of a new era where high fashion and streetwear brands merged, forever altering the industry’s landscape.
The Rise of Contemporary Brands
Since then, many of the most popular streetwear brands—Moncler, The North Face, Stone Island (now under Moncler’s umbrella), Adidas, Nike, and Vans, among others—have emerged as tastemakers. From Under Armour and New Balance to Vans and Timberland, and from Golden Goose to Onitsuka Tiger, Superga, and Hoka, these contemporary brands are leading the way in style, shaping trends, and setting the standard with innovative designs and forward-thinking market strategies. They also stand out for the noteworthy opportunities they provide to emerging talent, offering clear pathways for aspiring fashion designers, stylists, and managers to build their careers in the industry.
The Steady Growth of Streetwear: A $266 Billion Market by 2032
The data is equally encouraging, particularly when it comes to streetwear. According to Business Research Insights, an organisation specialising in analysis and market intelligence, the global streetwear market was valued at USD 194.43 billion in 2023 and is projected to grow from USD 201.39 billion in 2024 to USD 266.74 billion by 2032, reflecting a compound annual growth rate (CAGR) of 3.58% over the forecast period.
The market’s expansion is driven by the rising demand for clothing that is both casual and fashionable, bolstered by key factors such as perceived affordability, democratic appeal, and authenticity. Consumers view streetwear as timeless, transcending fashion’s traditional cycles thanks to its versatility. The seamless integration of online and offline activity further strengthens the sector alongside a roster of top streetwear brands, including Supreme, Adidas, Stüssy, Carhartt WIP, Nike, and others.
Lyst Index Reveals the Soaring Demand for Contemporary Brands
Further encouraging insights come from the Lyst Index, a quarterly ranking of the most sought-after brands and products in fashion. This index is compiled by Lyst, a fashion technology company and premium shopping platform. Lyst is in the know, serving over 200 million annual shoppers and offering access to products from 17,000 leading brands and retailers worldwide.
In the first Lyst Index of 2024, Moncler ranked sixth, New Balance fifteenth, and Diesel seventeenth among the hottest brands, competing alongside luxury giants such as Prada and Miu Miu, as well as renowned maisons under French conglomerates LVMH and Kering. And who knows what Lyst will reveal in 2025?
Inside Today’s New Leading Powerhouses
So, what’s really happening inside these creative powerhouses? The answer, as we discovered, is nothing short of magic. To uncover the secrets, we reached out to I’M alumni—former fashion students who are now key players at these brands—to share their insights. Their stories form the foundation of “Exploring Contemporary Brands—What If You Thrive?,” a series spotlighting the contemporary brands that are redefining the fashion landscape. These are not just names to watch; they are the places to be—where careers flourish, creativity soars, and success stories unfold.
“Exploring Contemporary Brands—What If You Thrive?” is The Ultimate Fashion Career Guide, with Insider Tips from I’M Alumni
Curious to know more? Stay tuned for the first chapter of “Exploring Contemporary Brands—What If You Thrive?,” ready to debut as a definitive guide to launching your fashion career. You’ll hear first-hand from I’M alumni who were once in your position and have since carved out successful careers at today’s top contemporary brands.
Margherita Malaguti
Fashion Journalist and Alumna, Milan