Street culture is not only a matter of sweatpants or and drawstring collars. It also infuses promotional tactics of fashion brands.
Contemporary brands take more and more liberties with conventional advertising tactics, bypassing completely the institutional kiosks and other bus stops, to plaster their artfully directed posters directly on free walls in the streets. The mural below was spotted during Paris Menswear Fashion Week SS18, promoting French wonderboy Jacquemus.
In the meantime, labels like Acne Studios or Etudes Studio also joined the street game to establish their presence in hip areas of the city. Interestingly, Etudes’ posts about their murals on Instagram garnered even more likes from fans than their collection visuals.