The Evolution of Tyler The Creator - Gen Z’s Style Icon
Tyler Okonma, known primarily by his alias Tyler the Creator, whose celebrated career in the music industry, and palpable influence on the last 10 years of pop culture, has culminated in his meteoric rise to fashion Icon status, with recent collaborations with brands such as Louis Vuitton cementing his position as one of the industry’s, and Gen-Z’s, biggest tastemakers.
Releasing his first album over a decade ago in 2009, Tyler’s career in the music industry has gone from strength to strength, attracting a loyal cult following in the early stages, before achieving critical acclaim worldwide for his grammy award winning album IGOR in 2019. Tyler’s music has always exemplified his rebellious and colourful personality, with brash lyric and bass blasting anthems.
However, his progression throughout his career has also seen his music begin to reflect his own personal development and aesthetic growth, 808 bass lines swapping out for orchestral flourishes and lyric matter beginning to question topics of identity, sexual orientation and personal aspiration.
The same can be said when it comes to his style, as Tyler’s Wardrobe has experienced an eyecatching series of evolutions. His original style as a laid back skater teen from LA, gradually being replaced with an elevated approach to menswear and tailoring, presenting his roots through an artistics and chic lens, rather than overt logos and trendy silhouettes.
This can be seen in the case of his own brand Golf Le Fleur, which has become enormously successful in recent years for its elevated take on streetwear. Starting as a skatewear brand akin to Supreme, the label’s visual direction has dramatically changed in line with Tyler’s own aesthetic development. This image change arguably reaching its peak this year when Tyler announced a collaboration between his label and Louis Vuitton, with Pharrell Williams inviting Tyler to design a menswear capsule, inspired by the unique designs and concepts his label has become known for.
Tyler’s position in Fashion today highlights a market insight which has become increasingly important to Gen-Z audiences in recent years. This being authenticity in approach and product, as Tyler’s rise from LA skater, to successful rapper, to fashion Icon, exemplifies to his audience that anyone can make it regardless of where they come from.
Furthermore, the nature of the brands image, products and direction being directly influenced by its founders own growth and style, intrinsically links the label to the emotive and authentic experiences of Tyler himself. Imbuing products with meaning, and leading audiences to feel a communal sense of pride as the brand continues to grow, perfect and gain acceptance within the established fashion community.
