The Princess of Pop Britney Spears: Low-rise Jeans Fashion Innovation

Who is Britney Spears?

Pop culture is the entirety of ideas, perspectives, attitudes, images and other phenomena that are within the mainstream of giving the culture. Mostly influenced by mass media, this collection of ideas permeates the everyday lives of the society. The most common pop culture is entertainment such as movies, music and television. These tools are very impacts on contemporary fashion industry. Britney Spears is one of the most iconic pop culture influencer from 90s. Her image has been shaped fashion innovation through her popular music worldwide. In this case study, will focus on her low-rise jeans item that impact the fashion innovation.

Britney Spears is one of the most iconic pop culture in 1990 and continue to these days. The low-rise jeans, crop top and platform heels are identified as Britney’s fashion. She is a pop star singer, at her first album “Baby One More Time”, debuting in the video for “Hit me baby one more time”, look dominated its decade and likely responsible for the parade of pieced belly bottoms that hit the shopping mall every Saturday in 2002.

The style icon that propelled’ 90s pop culture and started a new generation of divas, Spears in spired the dress code of millions of teenage girls and a few full-grown fashionistas. The low-rise jeans are the biggest image of her back to that day. The low-rise jeans fashion was beginning popular in 1998s as her first album released but became more powerful in 2000 after her second album “Oops! I Did It Again” has released, however, the original low-rise jeans of her style were innovation diverted from hippie jeans in 1960. There is the beginning of the hippie age.

The youthful, free love movement that rocked American culture carry the casual blue jean, which was seen to represent freedom from more structured clothing. The biggest story the decade began in mid-to-late in 2000, with the resurgence of low-rise jean, because of innovations in denim stretch technology. Immediately everyone was wearing skinny low-rise jeans to work, on the weekend and for a date night out.

History and Evolution

In America, the first low-rise jeans, called hip-huggers, become popular during the late 60s, with the ascendance of the hippie counterculture and rock ‘n’ roll. In the 70s, the pants went mainstream and become a staple of disco culture people dance (The Hustle) in their Wrangler hip-huggers.

Later, around 1992, Alexander Mcqueen sent models down the runway in his low-slung “Bumsters.” And then, Tom Ford’s first collection for Gucci included his now-famous velvet hip-hugger suit. It is very wildly popular collection. By the mid-90s, low-rise bottom had infiltrated popular culture but Britney Spears bring the style, riding lower than ever (ultra-low-rise jeans), back into popular style over the past five years from 1998. At that time, the trend hits shopping mall across America. Since then, the low-rise jean has been well known internationally. Britney’s style entre to the consumer market through her pop music, movie called Cross Road and her red-carpet music awards.

Including her life style casual wear, she has been on the spot light at all the time. People wants to know what is her activity and what is she going to wear in the next day. Britney Spares’ style took just couple of months for the mass market to accepted it. It is quite fast for the fashion market. Some consumer takes it immediately after saw her on the television. The jeans have been slightly change by American apparel brands each year since her first album, such as Abercrombie and Fitch, Levi’s, Wrangler and American Eagle Outfitter. The brands added some accessories into the jeans, make the jeans shorter, ripped jeans, and put a new technology into denim like a low-rise legging denim. Later, the trend has reference to short low-rise denim. People are widely wearing them in the summer.

After 2002, the high-waisted jeans have been taking the low-rise denim plants place. People did not wear the low-rise janes much as before, however, the trend are still there on the market and people are still have the jeans in their closet. Waiting for trend to return one day. Now, the princess of pop signed on for her very first luxury-fashion campaign with Kenzo. She is the new brand influencer of Kenzo’s latest Spring 2018 collection. Her music and her style have been influences pop culture since her first album, which is created mass culture consumer of the middle class generated by industrial revolution. This will be a big change refreshing of Britney’s style.

The style will transform to a higher fashion level. Per, Britney Spears spring 2018 collection partner with Kenzo luxury brand. People will see her fashion in a better way. For example, Kenzo used higher quality raw materials and add more details into the garments. And one of the most exciting thing than ever is Kenzo designed a low-rise denim underwear. It is going be a new pop culture innovation of Britney’s image. This is will be an interesting piece for Britney’s loyal consumer and her new generation fans in the future.

Advantages and Disadvantages

The advantage for the consumer are fun to wear, can show their workout sexy body, and may help their gain their confident and look fashionable. For denim production, the company growth double in that time. The fashion business owners, they can save production cost because the plans use less fabric and produce pretty much similar designs.

Also, during high demand period entrepreneur make magnificent profit very week. There are some disadvantages to this innovation. The jeans are impractical; they are some limited movement issues. If wearers drop something or need to tie their shoe it may be a difficult moment to do the task. In 2001, the Canadian Medical Association Journal published a doctor’s report say “women between the age of 22 and 35, who had worn tight low-rise jeans over the previous 6 to 8 months can cause a condition called Meralgia Paresthetica”.

S-Curve of Low-Rise Jeans

S-Curve of low-rise jeans timelines shows that the fashion innovation was originally begin in 1960s. There is a small group taking high risk of the new fashion style. In 1998, The fashion innovation came back by Britney Spears. This time the early adopters trust the influencer that the low-rise jeans are good to wear. This pop culture has massive impact in 2000, the early majority 100 percent accepted the product by the improvement from previous group.

In 2002, the fashion start facing out of the attention; however, there is still be a big late majority group for this trend. Also in 2003s, the late majority still buying the product after. Now, the fashion innovation currently sitting on mix of two groups; there are laggards and innovators group. Base on Britney Spears spring 2018 collection, the low-rise jeans are coming back this year but there is not a prove yet that this fashion will be success in this generation. So, people who has never been purchased the jeans in the past centuries, this would be the time for them to try on this fashion after the trend has been out for years. For the innovators group, they are willing to be the top trends no matter what this trend will become popular or not.

Conclusion

Britney Spears’ low-rise jeans fashion innovation will still impact to our societies as all time and in the future because she is a megastar pop icon on the planet. Her name and her image will continue influencing the low-rise jeans fashion trend. Her style is getting into luxury fashion level this year, 2018. People are going to see her looks in a better way and this can inspire a new fashion innovation base on her previous popular styles.