The Icons Behind Fashion’s Fascination with ‘Club Culture’

To this day, the rave or party culture, despite its reputation, is one of the only authentic countercultures in our society. Whether you love or hate it, there is no denying its capabilities of bringing together different people from all walks of life, as everybody can relate to finding complete liberation from everyday norms. Unsurprisingly, we are starting to see fashion brands, from synonymous brands like Jean Paul Gaultier and Vivienne Westwood to more modern brand revivals like Balenciaga and Diesel, incorporating this culture into their creative identity.

However, not only has fashion’s association with this counterculture been recognized through runway collections and garment designs (as seen in brands like Miu Miu, Givenchy, Vetements, Matty Bovan, and Raf Simmons) as of recently, the heavy restrictions and significant pause from nightlife due to the Covid-19 days has called for an increased appetite to let loose and party. This rapidly impacted the luxury fashion industry as brands started to recognize the effect of raves, parties, and club culture in bringing together a celebration of music and people to their target audiences.

Brands started creating and producing after-party events that coincide with Fashion Week collections or new campaign launches, and with this came notable personas and DJs that merge fashion with party-rave culture.

Mimi Xu
A Shanghai native who’s spent her early years in Paris, Copenhagen Sydney and now residing in Europe, the extraordinary DJ Mimi Xu has played at events for a caliber of high fashion brands such as Prada, Acne, SHOWStudio, Zimmerman, and Rejina Pyo. After experimenting with different stage art projects where she created live performances through her collaborations, she moved to London, where she launched Mimi Xu Studio and spearheaded a dynamic team who worked on original scores, sound design, and music programming for a variety of branded projects.

Nadine Noor
An avid raver since the age of 15, Nadine Noor has been influential in rebuilding a reputation for queer communities in club culture. Currently residing in London, the DJ, creative producer, and curator have been successful in creating music for events that celebrate individuality and inclusivity. She emphasizes the importance of positively impacting the club culture, specifically amongst LGBTQ+ groups in society. One of their most notable collaborations has been with Glen Marten’s Diesel. This brand has not only reclaimed the sci-fi aesthetics of raves for its Diesel shows but also hosted a real 17-hour rave in London, a partnership that provided a global exploration of music and fashion that showcased the breadth and diversity of underground club culture worldwide.

Wolfram Amadeus
If you’ve been to any worthwhile fashion party event, you will most likely know of this Austrian DJ. Wolfram Eckert, or Wolfram Amadeus, has performed for infamous clubs around the world and has been the driving force of many after-show parties of fashion brands such as Vivienne Westwood, Loewe, and Balenciaga. He describes his work as the glue between people and space. His musical references come from the late seventies, where he combines heavy doses of disco, funk, and a bit of new wave and synth-pop. One of the best outlets in Munich, Public Possession, released his recent album titled ‘Amadeus‘ in September.

Keinemusik
A household name in Germany’s club scene, Keinemusik, which ironically means “no music” in German, is a DJ trio group operating in a direct dialogue with music, streetwear, and the vast club culture that emerged from the reunified Germany. The group has been playing techno music on dance floors around the world, bringing together an intimate house party feeling to the events they curate for. They have collaborated with brands like Nike and Converse and have been a driving force in the world of today’s nightlife culture.