Something sneaky

by Katie on March 9, 2010

There’s something sneaky going on. For Spring 2010, a girl can’t move without having her favourite designer brand going all street and designing trainers or sneakers as some would say, though I find that an Americanism too far.

In an attempt to capture the youth market, add verve to the brand and create covetable ‘must have’ seasonal merchandise, some big name designers have extended their repertoire with bling limited edition trainers for cool or wannabee clubbers.

Take Gucci for instance. Hot on the heels of the Harvey Nichols re-launch of their fourth floor which includes a dedicated Sneaker Wall featuring designers such as Christian Louboutin, Lanvin and Keds, Gucci have announced a ‘Gucci Icon temporary flash sneaker store’ to open from 22nd April for 3 weeks in Earlham Street in Covent Garden, London. The store is the third installment flash sneaker store, following on from their success in both New York and Miami. Expect queues around the block and believe the hype as Gucci Creative Director Frida Giannini has collaborated with award-winning musician and avid self-confessed sneaker collector, Mark Ronson, on the design of a limited edition Gucci Ronson sneaker for each flash store location. What’s more, each customer will receive a custom 12-inch vinyl record with exclusive tracks, selected by Mark Ronson, as a gift with the Gucci Ronson sneaker.

Over at Louis Vuitton, their pre Autumn/Winter collection (which launches in stores in June) contains some bold bling examples that any self respecting rapper would trade in his gold teeth for….well perhaps just one. As the Big Brother voice over man would say, gaudy or glitz? You decide.

No doubt, the nub will be there will be a lot more longing for limited edition lush trainers than have the cash to splash. These very cool icons of street style will probably be worn on the very same feet that already wear designer heels. The youth may have to wait.

(Pics – Studded sneaker by Christian Louboutin, Gold trainer by Louis Vuitton).
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