Sonic Branding at Fashion Week: Musical Trends in Fashion Analysed

After a month of fashion weeks across New York, London, Milan, and Paris, and the recent launch of SoundCloud's new merch store, it’s the perfect moment to reflect on the profound and enduring connection between music and fashion.

From the sleek, coordinated suits of The Beatles in the 1960s to the bold, experimental outfits of Lady Gaga, musicians have long used fashion as a means to express their identities and ideologies.

In turn, fashion designers frequently draw inspiration from the musical world, crafting collections that mirror the mood, energy, and culture of the time.

Let’s explore the latest trends to emerge from this vibrant cycle of influence.

Sonic Branding in Fashion Advertising

The fusion of music and fashion has significant social and cultural impact. 

For fashion brands, music isn't just an add-on – it's a key part of their identity. The right music triggers emotions and associations that grab audiences. This emotional pull boosts brand recall and builds a passionate, loyal community.

That's why fashion houses pay close attention to the music in their ads. By choosing the right sounds, they amplify their reach, creating campaigns that connect deeply with a wide range of people, not just their core audience.

Whether it’s a newcomer or an established brand, the right music choice can increase their visibility, authenticity, and cultural relevance, and ultimately strengthen a brand’s long-term appeal.

Streetwear and Electronic Music

In the current fashion landscape, a key trend is the rise of streetwear, largely driven by the popularity of hip-hop and electronic music.

Artists like Travis Scott and Billie Eilish, have made their oversized hoodies, cargo pants, and chunky sneakers mainstream. K-Pop bands like BTS and Blackpink have also become fashion icons through eclectic combinations of high fashion and streetwear.

These styles reflect a shift towards comfort and individuality in fashion.

This trend is also reflected overwhelmingly in the show soundtracks of leading international fashion house Louis Vuitton. 

For example, almost 50% of the music used in Louis Vuitton’s Fall/Winter 2020-2024 Men and Women's fashion shows was electronic music, one of the main genres behind streetwear’s popularity.

Furthermore, 70% of the music had a medium energy and 60% of it also had a neutral mood valence, meaning it didn't seek to uplift or bring down the audience's mood.

This could suggest that while reflecting today’s popular music is important, brands don’t want the soundtrack to distract from their outfits, which should be the centre of attention in this unique environment.

Gender-fluidity in Fashion and Music

Gender-fluid fashion is another significant trend, with artists like Harry Styles and Janelle Monae blurring the conventional gender lines in clothing. This mirrors a broader societal shift towards breaking down gender norms.

Analysing the music used in Louis Vuitton’s Fall/Winter 2020 to 2024 Men and Women’s fashion shows provides an intriguing parallel to this movement.

Before 2022, the moods present in the soundtracks to men and women’s shows were distinctly separate. In contrast, from 2022 onward, there has been a musical mood overlap between the two shows.

It will be interesting to examine if more musical aspects, or even the fashion shows themselves, continue to converge across the traditional gender binary in future.

The SoundCloud Store Opportunity for Artists  

Through the launch of a new merch store, SoundCloud has given its artists and their fans direct access to participate in music and fashion’s continuous cycle of influence. 

From fresh tees and hoodies to limited-edition accessories, the SoundCloud Store features unique artist merch that reflects the authentic connection between creators and listeners. 

For all artists, take this as your sign to reflect on your own look.

Merch can drive meaningful revenue beyond streaming. And emerging designers have long experimented with cross-industry collaborations to clothe those who could be the next major artist.

Will that be you?

Find out more about the SoundCloud merch store here.