In recent years, the fashion world has been turning more and more to languages and formats that were previously associated with internet subcultures rather than luxury catwalks. Memes that once spread only on the Instagram accounts of fashion insiders can now be found in the official communications of prestigious brands. Whereas carefully cultivated coolness used to be the key to success, the art of attracting the attention of young, digitally savvy users is now coming to the fore. Loewe's surprising promotion on TikTok and the revival of the legendary starter pack format by SSENSE suggest that even established luxury houses must respond to the changing rules of the game.

Starter packs: a genius way to recognize subcultures

The basic principle of starter packs, which became an integral part of online culture during the golden age of Twitter and Tumblr in 2014, is to ironically summarize a specific aesthetic or subculture in a single graphic package. Each photo and icon symbolizes certain attitudes, products, and lifestyles, evoking a sense of belonging in the viewer or, in the best case, an amused revelation of their own habits. Large meme accounts such as,, and use these collages to poke fun at the characteristic features of fashionable neighborhoods and the trends that define them.

Behind the apparent exaggeration of starter packs lies the question of how the democratization of fashion is gradually creating a homogeneous environment. Although brands promote inclusivity and diversity, they often end up recycling the same visual codes. Starter packs thus reveal that they are often just a new context for motifs that have already been used. Pieces that were once popular in narrow subcultures (such as Salomon sneakers or the gorp-core style) are transformed into mass trends and lose their exclusivity.

Exclusivity vs. mass appeal: when even luxury has to respond

Samba and Triple S have followed a similar path. At first, they were an alternative choice, but after several trend waves, they became predictable classics. Internet sarcasm sums it up with the pun evil doesn’t die, it reinvents itself, aptly expressing how fashion has long loved recycling old ideas in new contexts. The paradox lies in the fact that fashion presents itself as a means of self-expression and uniqueness, while meme starter packs suggest the exact opposite. Uniformity and repetition. This contradiction amuses the viewer because it is precisely through this light form that critical reflection is subtly inserted into the fashion world.

At a time when luxury is becoming much more accessible and social networks are creating a collective visual memory, we are losing some of the exclusivity that once defined haute couture. The constant changes at the level of creative directors, designers, and management accelerate the cycle of ideas, leaving no choice but to reach the audience through all available channels. From bold collages to memes that seem to replace exclusivity with ordinariness.

So can we still talk about authentic personal style today, or have we all become part of a giant starter pack just waiting to be shared by someone else? This dilemma is both the charm and the curse of contemporary fashion communication. What was considered exceptional yesterday loses its originality today in an endless series of copied memes.