If you’re like me and are prone to scrolling through your instagram and twitter feeds, then you would have seen one of the strangest, yet hottest trends for footwear in 2018 and its ‘ugly’!
I’m talking about the ‘ugly’ sneaker trend that has taken the world by storm with its decisive departure from the sleek, sexy and elegant styles, to that of the bold and un-streamlined look usually reserved for men.
With such powerful female influencers as Kendall Jenner, Kim Kardashian, Kylie Jenner, Hailey Baldwin and even Bella Hadid rocking these bulky, 90’s era shoes, it was really only a matter of time before the whole world accepted that this revamped look was all the rage.
The ‘ugly’ sneaker or ‘dad sneaker’ usually features a double or triple sole, adding favourable height to the wearer while offering extra support and minimizing strain on the legs for a more comfortable feel.
The shoes usually come in either all white or all black styles, themed with curvy lines in bright hues or neon colours .
In short the ‘ugly sneaker’ has become the canvas on which many of the well known footwear companies, including Adidas, Reebok, Sketchers , Nike and Puma have all used to lure the female consumer to embracing the sneaker culture for a revolutionalised fashion look.
The sneakers, which honestly have zero seductive appeal on their own, have however a certain curious charm that creates a fearless fashionable statement, with sneaker wearers mixing the shoes with high end layering and daring styles, including cut off shorts, elegant dresses and some sporty themed clothes, resulting in a fresh, funky and feminine fashion statement.
In an interview with Forbes, Alegra O’Hare, vice president of global communications at Adidas, said their version of the ugly sneaker the ‘Falcon’ has come to represent a new generation of female consumers.
“Its bold and unapologetic DNA is at the core of today’s Falcon and reflects the confident mindset of a new generation of female creative consumers,” she said.
Recently, Adidas also announced its partnership with style royalty Kylie Jenner, who has over 150 million followers over her social media platforms and is still set to becoming one of the youngest ‘self made’ billionaires, for the launch of the Falcon shoe which was inspired by Falcon Dorf, an iconic model from the 90’s.
By doing this, Adidas has cemented its shoe as a metaphor for fun and fearless feminine confidence. In its marketing for the shoe, the innovative footwear company said “Falcon is for those who do what they want regardless of what anyone thinks. It’s not for the faint-hearted, but for those who know that living unapologetically is the only way to live.”
As the colder seasonal months approach, it is a very safe bet that the ‘ugly’ sneakers are here to stay, especially with the styles already being featured in a plethora of Fashion Week shows, being sold out in Australia and holding pride of place with the millennial fashion icons on their social media feeds.
