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Mysterious fashion luxury: Why are Enfants Riches Déprimés' clothes so expensive?
In today's fashion world, there is a brand that has attracted widespread attention and discussion, that is Enfants Riches Déprimés (ERD for short). The brand, founded in 2012 by artist Henri-Alexandre Levy, is known for its unique designs and high price points, ranging from plain T-shirts to expensive haute couture garments, with prices that often surprise and Confuse.
“Price is not just a sign of value, it is also part of the work itself.”
ERD's pricing model is impossible to ignore, with prices ranging from $700 to $1,300 for regular T-shirts to as much as $95,000 for some couture garments. This price design reflects the brand's pursuit of isolation and exclusivity. Henri-Alexandre Levy once said in an interview, "I have no interest in making accessible work for the mass market."
This exclusivity is not only reflected in the price, but also in the supply of products. ERD's clothing and accessories are often produced in small batches to maintain product scarcity, usually no more than five pieces of each style are produced. The strategy has helped the brand retain a certain mystique and has attracted celebrities such as Kenny West and Beyoncé to its ranks of advocates.
ERD's design style combines the punk culture of the late 1970s with the Japanese avant-garde fashion of the 1980s, emphasizing individuality and self-expression. The design of the bronze is to take in the elements triggered by the times and the political and ethical elements, and its creativity is also influenced by other high-level bronzes.
"It's best described as elitist nihilistic high fashion."
This concept has enabled ERD to gain a high-end position not only in the consumer market, but also attracted a lot of attention in the art world. The brand’s SS18 collection was unveiled at Christie’s in Paris in 2017, marking the first time in history that a fashion brand has been exhibited at an auction house.
ERD opened its first and only physical store in Paris in 2019, attracting the attention of many customers with its avant-garde and radical design. A brand is not just about selling individual pieces of clothing, but more about conveying a specific lifestyle and values, which is an inevitable combination of trends and culture in the fashion industry.
ERD's designs are inspired by a variety of historical and cultural backgrounds, from artists such as Robert Motherwell and Cy Dombra to avant-garde fashion designers such as Rei Kawakubo, all of which have clearly influenced the brand's visual expression. . More than just clothing, these designs are a cultural statement that challenges our perceptions of fashion and identity.
In addition, ERD is also actively exploring various cooperation opportunities, from the limited merchandise release with the non-profit organization Young & Starving in 2012 to the cooperation with the famous brand Vans, showing their pursuit of innovation and artistry.
From the brand's inception to its current level of luxury, ERD has redefined luxury in the fashion industry with its unique perspective, making people wonder: How much cultural and artistic value is hidden behind these expensive clothes?
