For decades, the halls of high fashion were silent Stussy , save for the rhythmic clicking of stilettos and the hushed whispers of the elite. To enter the world of luxury was to enter a cathedral of seriousness—a place where “aspiration” meant looking untouchable, and “style” was dictated by a handful of creative directors in Paris and Milan.
But then, the internet happened.
Today, that cathedral has been crashed by a generation that speaks in “brainrot” slang, communicates through layers of irony, and finds more beauty in a distorted TikTok filter than a pristine silk gown. We are witnessing a seismic shift where the “sussy” (suspicious, quirky, or ironically “bad”) is competing for the title of “stylish.” The question remains: is high fashion evolving into a more democratic art form, or is it succumbing to a desperate, viral-obsessed gimmick?
The Death of the Ivory Tower
The traditional fashion cycle was a top-down hierarchy. Trends started on the runway, moved to boutiques, were photographed for Vogue, and eventually trickled down to the masses. However, Gen Z—the first generation of “digital natives”—has completely flipped the script.
For this cohort, fashion isn’t just about what you wear; it’s about the narrative you create around it. They don’t want to be told what is beautiful; they want to participate in the conversation. This has forced luxury brands to move out of their ivory towers and onto the screens of smartphones. To survive in the “attention economy,” brands have realized that being beautiful is no longer enough. You have to be shareable.
The Demographics of the New Luxury
This shift isn’t just cultural; it’s a calculated move based on hard data. According to reports from Bain & Company, Gen Z and Gen Alpha are projected to make up 80% of the global luxury market by 2030. This group spends differently and values different things than the Boomers or Gen Xers before them.
Furthermore, the “democratization” of fashion is reflected in the shifting racial and ethnic demographics of luxury consumers. In the United States, for example, Black and Latino consumers have long been the “cool hunters” of the industry. Statistics show that:
- Black consumers’ spending on luxury items is growing at a rate 1.5x faster than the total market.
- In 2023, the purchasing power of the Black community in the U.S. reached approximately $1.8 trillion, a significant portion of which is directed toward footwear and apparel.
- Asian markets, particularly China and South Korea, now account for nearly 40% of global luxury sales.
These groups are not looking for the stale, Euro-centric “Old Money” aesthetic of the 1950s; they are looking for brands that reflect the chaotic, multi-cultural, and ironic reality of the 21st century.
The Rise of the “Ironic Aesthetic”
The core of internet humor is irony. It’s the act of liking something precisely because it is “ugly,” “weird,” or “off.” This is where the term “sussy” finds its home in fashion. When Balenciaga releases a handbag that looks like a literal trash bag for $1,700, or MSCHF drops “Big Red Boots” that look like they were stolen from Astro Boy, they are playing a high-stakes game of cultural chicken.
“When fashion becomes a punchline, it loses its ability to inspire. But when the punchline costs two thousand dollars, it becomes a commentary on the absurdity of wealth itself.”
Comparison: Old Luxury vs. New Luxury
| Feature | Old Luxury (The Cathedral) | New Luxury (The Meme) |
| Primary Goal | Exclusivity & Elegance | Virality & Engagement |
| Ideal Vibe | “Untouchable” | “Self-Aware” |
| Key Platform | Print Magazines (Vogue) | TikTok / Instagram / X |
| Success Metric | Editorial Approval | “Shares” and Meme-ability |
| Consumer Base | Inherited Wealth | Digital Natives / Diverse Youth |
The Masters of the Meme: Who’s Doing It Best?
Several brands have successfully decoded the digital vernacular, turning “sussy” moments into “stylish” movements.
1. Balenciaga and “Anti-Fashion”
Under Demna Gvasalia, Balenciaga has become the poster child for internet-integrated fashion. Whether it’s a collaboration with The Simpsons, models walking through a literal mud pit, or high-heeled Crocs, the brand thrives on the “Wait, is this for real?” reaction. By leaning into the absurdity of the internet, Balenciaga has made themselves the most talked-about brand on Reddit.
2. Loewe and the “Uncanny Valley”
Jonathan Anderson at Loewe has taken a more surrealist approach. By creating hoodies and t-shirts that look like low-resolution 8-bit pixels, he bridged the gap between digital gaming aesthetics and high-end craftsmanship. It’s weird, it’s slightly “sussy,” but the technical execution is so high that it remains undeniably stylish.
3. Schiaparelli and the Viral Moment
While more traditional, Schiaparelli’s use of hyper-realistic animal heads (faux, of course) on the runway was designed specifically for the Instagram “Explore” page. It triggered immediate debate, outrage, and fascination—the three pillars of modern digital engagement.
The “Sussy” Argument: Is Luxury Cheapening Itself?
While the viral buzz is undeniable, many critics argue that this shift is a “race to the bottom.” There is a legitimate concern that by chasing memes, fashion is losing its soul. The critique usually boils down to three main points:
- Fleeting Relevance: Internet humor moves at the speed of light. A meme that is hilarious on Tuesday is “cringe” by Friday. When a brand builds a collection around a digital trend, they risk being obsolete before the clothes even hit the shelves.
- The “Emperor’s New Clothes” Syndrome: Critics argue that brands are testing how much they can charge for “garbage” before the consumer realizes the joke is on them.
- The Loss of Craft: If the goal is a viral photo, does the stitching matter? The fear is that “stunt fashion” prioritizes the image over the garment.
The “Stylish” Argument: Authenticity through Absurdity
On the other side of the runway, proponents argue that this is the most authentic fashion has been in years. By embracing humor, brands are acknowledging the absurdity of the world we live in.
Gen Z values transparency. They know that a $2,000 hoodie is a ridiculous concept. When a brand leans into that ridiculousness with a “wink and a nudge,” it creates a bond of shared irony with the consumer. It says, “We know this is crazy, you know this is crazy, let’s have fun with it.”
Furthermore, this movement has democratized fashion. You don’t need a fashion degree to “get” a meme-reference. It invites a wider audience into a world that was previously shuttered and snobbish. It transforms the runway from a lecture into a conversation. In 2024, the “coolest” person in the room is often the one wearing the weirdest thing—the one who isn’t afraid to look a little “sussy” in the name of style.
Conclusion: Finding the Middle Ground
The debate between “sussy” and “stylish” isn’t likely to be resolved soon, because the answer lies in the eye of the beholder—or rather, the thumb of the scroller.
The most successful brands of the next decade will be those that can walk the tightrope: maintaining the high-quality craftsmanship of traditional luxury while speaking the fluent, ironic language of the internet. Fashion has always been a mirror of society. In a world that often feels chaotic, confusing, and “sussy,” perhaps it’s only natural that our clothes look a little bit weird, too.
Ultimately, the goal of fashion is to make us feel something. Whether that feeling is awe at a beautiful gown or a laugh at a pair of “bread loaf” slippers, the emotional reaction is what counts. As long as brands don’t forget the “art” in the pursuit of the “click,” there is room for both the sacred and the sussy on the runway.