Fashion: Fendi, remixed by urban street

Fendi, the Italian luxury brand owned by LVMH, wants to team up with Japanese "street" label A Bathing Ape, created by the 34-year-old entrepreneur Nigo.

"Street" style, in Japan, is not about the mass-produced styles that are fairly common in the US when the term is applied, but about high-quality, contemporary designs that appeal to the next generation of consumers, who are looking for uniqueness at any price, but not necessarily for luxury.
Nigo is succeeding where fashion brands with a more obviously elevated product have failed: by building a profitable global empire without sacrificing credibility, not only in Japan but all around the world.This cross-cultural arrangement indicates a subtle shift in the global marketing of luxury goods.
According to Susie Rushton, this mix of the urban and the über-luxe is the future of fashion.