Streetwear's rise: from periphery to fashion's front row

The article explores how street culture, particularly hip-hop and rap, has democratized fashion and art. It argues that marginalized youth now dictate trends, influencing luxury brands like Balenciaga, whose Spring 2025 collection features sporty zip-up hoodies. The shift is traced to post-Gomorra narratives, with Roberto Saviano's work and the TV series bringing Scampia's reality to global consciousness. Rap stars like Kendrick Lamar (Pulitzer 2018) and Marracash (Targa Tenco 2022) exemplify this cultural recognition. Streetwear staples include acetate tracksuits, football jerseys, oversized shiny puffers, ski masks, Kappa pants, The North Face sleeveless vests, fake Gucci crossbody bags, and Nike Tn sneakers. Second-tier luxury lines like EA7, Versace Jeans, and D&G are prized. Rappers now sit in front rows at fashion shows and walk red carpets; Kanye West (Yeezy) and Pharrell Williams (Louis Vuitton menswear creative director) have fully merged with fashion. Others like PNL, Jul, Central Cee, Ufo361, and RAF Camora maintain pre-fame styles. Italian examples include Baby Gang, Simba la Rue, Paky, and Massimo Pericolo, who embody this aesthetic. Saviano notes that Scampia represents the universal periphery.