Jul 20, 2017 | By Samuel Trotman
The MTV VMAs just wrapped up, and it has everyone talking and tweeting about everything from Beyonce’s Lemonade performance to Rihanna’s multiple outfit changes and Kanye’s 4-minute rant. But there was also a scattering of style statements that it’s worth mentioning, such as the evolving menswear scene and the rise of tour merchandise as a fashion statement.
Here are five key style talking points we picked up on:
1. The trend: Pink pigments
This year’s VMAs were all about everyone embracing the colour, men and women. Rapper Desiigner rocked an all pink suit, while Rihanna incorporated the colour into her numerous outfit changes. Seeing pink being embraced by both genders feeds into the Soft Pop trend we predicted for S/S16, with gender neutrality meaning pink is no longer just for girls and blue no longer just for boys.
2. The trend: No shirts
From rapper Desiigner to Ty Dolla Sign to singer Cassie, there was a trend for leaving your shirt at home. Maybe it was inspired by the hot US summer, or it was a chance to showcase their abs, but these performers forwent any undershirts this year.
3. The trend: Fashion merch
Tour merchandise is quickly evolving to become a new retail subcategory, and since Kanye along with Justin Bieber created the trend, it was no surprise to see Kanye wearing his own merch from his The Life of Pablo tour.
4. The trend: Detailed jackets
Normally, when it comes to the red carpet, menswear takes a backstage, it’s the same old suits on repeat while style commentators choose instead to focus on the gowns worn by female stars. But this year’s VMAs was a little different, as menswear was a key focus, men stepped out of their ‘same old, same old suit’ style and embraced some more engaging looks. The jacket became a focal point with actor and DJ Ansel Elgort opting for an MJ inspired jacket, Jaden Smith playing with layers and proportions (plus cat prints) and P Diddy wearing a kimono.
5. The trend: Red carpet sneakers
Comfort footwear also stole the show at this year’s VMAs, Tove Lo rocked Reebok Classics, Jaden Smith opted for sneakers as did Michael Phelps who was there celebrating his recent Olympic win.
Want more? Here’s 5 new menswear style rules fresh from New York Fashion Week: Men’s
Like this? Join WGSN for catwalk analysis, retail news, and more.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.