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London, UK Posted 2 years, 6 months ago

The Unlikely Fashion Explosion of Squid Game

Sales of white Vans are up, and one actor's got a high-profile fashion gig. Pretty good for a show about the perils of capitalism!

Midway through the first episode of Squid Game, the Korean thriller that’s currently on track to become Netflix's most-watched show ever, our protagonist gets plopped into a taffy-hued panopticon full of hundreds of other people wearing identical outfits: a deep teal striped tracksuit labeled with a participant number, from 001 to 456, and a pair of white slip-on sneakers. Soon, they’re joined by a much smaller crew of staff wearing fuschia, somehow-low-slung nylon jumpsuits, their faces obscured with game-controller-button masks. (Has Kanye seen these yet?)

Since its September 17 release, like any truly contemporary TV hit, thematic and visual elements from the show have steadily gone viral: DIY-or-else dalgona candy, a massive weaponized robot-doll, and, now, even the standard-issue normcore uniforms worn by the Game’s 456 crushingly in-debt “players” competing to the death (literally) to win a $38 million prize. According to data compiled by the retail aggregator Lyst, global searches for retro-inspired tracksuits (+97 percent), white slip-on sneakers (+145 percent), red boiler suits (+62 percent), white numbered T-shirts (+35 percent), and even the color teal (+130 percent) have all jumped since the show’s release. Vans were the most viewed slip-on sneakers on the internet over the past week. (Perhaps not expecting the show’s sudden popularity, Netflix neglected to include any uniform-adjacent pieces in its collection of official Squid Game merch.) In capital-F Fashion news, Louis Vuitton named one of the show’s breakout stars, Jung Ho-yeon, as its newest global brand ambassador yesterday. An established print and runway model, including at Vuitton, since being a runner-up on Korea's Next Top Model in 2013, Jung makes her acting debut in *Squid Game—*and in the nearly three weeks since the show premiered, her Instagram follower count jumped from 410,000 to over 16 million.

 

Read the full article at: gq

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