Ahh, California. Golden hills, coastline views, giant sequoias, Hollywood glitz … what’s not to love? Home to the sister-genius behind Rodarte and Heidi Slimane’s creative studio, California is in the midst of a second coming. The new Kenzo Kalifornia bag first glimpsed on the Paris runway last September, says it all. From the recent Birkenstock revival (hello Berkeley!) to the next Google Glasses collab with Diane Von Furstenberg, this state is a breeding ground for super nerds and super fashion labels alike.
You might say we Californians have a bit of activewear in our blood. We love comfort. We love to be outdoors in our year round 75º temperatures (don’t hate!). In Silicon Valley, it’s hardcore Zuckerberg normcore meets Lululemon with a healthy dose of wearable tech. Travel down south and you’ll find a sincere yen for all things glitz and glamour alongside kale infused t-shirts and 24 carrot gold-flecked smoothies.
Here at What Next, we try to channel the best of both of California’s “worlds”. Bold crimson lips paired with bamboo cotton normcore and Saint Laurent? Amen. We’re hybrid sartorial creatures – a trend that’s catching on like wildfire. And as more brands invest in the activewear market, you’ll see more brazen combinations. A little fur with our Lycra? Yes, please.