Abstract
This paper explores the commercialization of hip-hop culture and its profound influence on fashion and youth consumption patterns. Originally a symbol of rebellion and a voice for marginalized communities, hip-hop has evolved into a mainstream cultural force, reshaping global fashion trends. The transition from underground streetwear to luxury fashion is analyzed through key moments in hip-hop’s history, including collaborations with major brands like Adidas, Nike, and Gucci. The rise of streetwear brands such as Supreme, Off-White, and Yeezy exemplifies how hip-hop’s commercial success has transformed it into a powerful influence on youth identity and social status. However, this commercialization presents a double-edged sword, raising concerns about the loss of authenticity and cultural roots. The paper examines how social media and digital platforms have amplified hip-hop’s reach and discusses the ongoing tension between its original rebellious spirit and its role as a commercial enterprise. The study also highlights the global impact of hip-hop on consumption behaviors, focusing on the rise of exclusive product drops and the commodification of streetwear.
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