Do ‘Dad shoes’ deserve a place in mainstream fashion?
Trainers. Worn for sport, fashion or to commute to work. A wardrobe staple and in some cases, a status symbol. Trainers are an integral part of both high street and high end fashion.
Walking around London, I sometimes think to myself ‘there really are some ‘ugly’ trainers out there’, and when they override my feed, I’m baffled as to how they have become so popular. However, after seeing similar styles reappear time and time again, I nearly always find myself wanting the exact pair I’ve been openly slating.
The nineties-looking ‘dad shoe’ is a particular style that has seemed to have sneaked its way from the school lost property box into mainstream fashion in the last couple of years. Characterised by their thick chunky soles and uppers consisting of various fabrics to create a pattern. Often they’re white, but it’s not uncommon to see them in a combination of garish colours. They look like the kind of shoes your dad might wear to take the dog for a walk around the block, but it turns out they also look great with dresses, jumpsuits, wide leg trousers and jeans. Who knew? Nike, Adidas, New Balance and Reebok have had a renaissance with these chunky styles, while more high end fashion brands including Calvin Klein, Burberry and Balenciaga have released their own take too.
How does something that looks so ‘un-appealing’ on the surface become so coveted? The growing popularity of trainers among youth cultures is driven by their high prices and exclusivity. The ‘got to have it’ mentality towards a certain brand or style creates a hype, paving the way for trends to start. In terms of what is fashionable and what is not in the age of social media, fashion bloggers and social media influencers play an important role, as brands seek their input to help influence consumer choices.
Whether you love them or hate them, there’s no denying that the Kardashian dynasty are a potent force within pop culture and the internet. During the summer, Kylie Jenner posted a photo of herself wearing the Adidas ‘Ozweego’ trainers with black cycling shorts (which also go in the box of items you never thought would be fashionable, becoming fashionable) with the caption ‘@adidasOriginals #createdwithadidas #adidas_Ambassador #OZWEEGO’. Instagram's laws require transparency from bloggers and influencers, where they must publicly disclose when they’re being paid to promote a product. Although we can see that this a paid partnership between Adidas and Kylie and that she definitely is not flaunting her new shoes because she genuinely loves them so much, we still find ourselves wanting them just because Kylie is wearing them, and that makes them cool now.
Instagram bridges the gap between celebrities and the ‘elite’ with the everyday ordinary person (who doesn’t keep their trainers box fresh and has ever entered a ‘raffle’). Thousands of images are posted daily where we are able to see what our favourite actors, musicians, models and TV personalities are wearing, and thanks to influencers and fast fashion brands replicating high end, styles and trends that were previously unattainable are now within easy reach. With social media playing such a big role in fashion marketing in the modern world, is it possible for any ‘ugly’ trend to become mainstream? Either way, if dad jokes and dad bods are popular; why not let dad shoes have their moment too.
