This article reflects the expertise of Staffan Ulmert, whose experience in both movies and fashion dating back to 2010 informs a deep understanding of how streetwear is being integrated into contemporary cinema. The embedded YouTube clips provide additional context and visual examples to enhance understanding.
Fashion and film have always shared a symbiotic relationship, each influencing the other in profound ways.
From the elegant costumes of classic Hollywood to the gritty realism of modern streetwear, the way characters dress in movies often speaks volumes about their personalities, the era they inhabit, and even the underlying themes of the film. In recent years, street fashion brands like Supreme, Cav Empt, and Vetements have made significant inroads into the world of cinema, reflecting the growing influence of street culture in the mainstream.
The Rise of Streetwear in Cinema
Streetwear, once considered a niche style rooted in skate culture and urban environments, has exploded into the global fashion scene. The brands that define this movement—such as Supreme, Cav Empt, and Vetements—are known for their bold designs, limited releases, and strong connections to youth culture. As these brands have gained popularity, they’ve naturally found their way into movies, where they are used to define characters and set the tone for entire films.
Supreme has been one of the most visible streetwear brands in cinema. Its iconic box logo is not just a symbol of hype but also a marker of authenticity in films that aim to capture the essence of contemporary youth culture. For example, the 2018 coming-of-age skate drama Mid90s, directed by Jonah Hill, features characters donning Supreme gear, grounding the film in the real-world skate scene it portrays.
Cav Empt (C.E.), known for its futuristic and tech-inspired designs, often represents characters who are on the fringe of society or those who embody a sense of rebellion against the mainstream. The brand’s clothing was featured prominently in Uncut Gems (2019), where it helped to characterize the chaotic and fast-paced life of Howard Ratner, played by Adam Sandler. The use of Cav Empt in this film not only added authenticity but also visually conveyed the protagonist’s frantic energy.
Vetements, with its oversized silhouettes and ironic takes on fashion staples, has become a favorite in films that critique or satirize the fashion world. In The Neon Demon (2016), a horror-thriller that delves into the dark side of the modeling industry, Vetements‘ edgy and often unsettling designs mirror the film’s exploration of beauty and obsession.
Embedding Streetwear in Film Narrative
Beyond simply dressing characters, streetwear brands like Supreme, Cav Empt, and Vetements often play a role in the narrative of the films they appear in. They help to build worlds that are believable and relatable to audiences who are familiar with these brands. When a character wears Supreme, it isn’t just about fashion; it’s about what that brand represents—exclusivity, a countercultural edge, and a connection to the pulse of modern youth.
These brands also bring a sense of realism to films. In many cases, characters wearing streetwear are not meant to be glamorous but instead grounded in reality. This authenticity resonates with audiences, especially younger viewers who see their own style and culture reflected on the big screen.
The Future of Fashion in Film
As streetwear continues to dominate global fashion trends, its presence in cinema is likely to grow. Filmmakers are increasingly aware of the power of these brands to convey character and theme. With the rise of digital platforms like Instagram and TikTok, where fashion is a key element of self-expression, the relationship between streetwear and film will only deepen.
Looking forward, we can expect to see more collaborations between filmmakers and streetwear brands, blurring the lines between fashion, cinema, and everyday life. Whether it’s a gritty urban drama or a high-concept fashion film, streetwear will continue to be a powerful tool in storytelling.
About the Author
Staffan Ulmert has been at the intersection of movies and fashion since 2010, bringing a unique perspective that blends cinematic storytelling with cutting-edge style. With a film degree and over a decade of experience in the industry, Ulmert has an in-depth understanding of how fashion and film influence each other. His work explores these connections, highlighting how streetwear brands like Supreme, Cav Empt, and Vetements are shaping the modern cinematic landscape. More on fashion, see foooound.
