Street fashion is on the rise. Originally a form of self-expression amongst lower socio-economic groups, street style now means jaw-dropping price tags and lines around the block for designer Champion sweaters. Google Streetwear is a purchasable clothing line exclusively viewable on Google's Street View mode and is designed entirely by supporting aspiring fashion designers and neighborhood residents. A proactive Cannes idea for Y&R. It eventually died, but here it is.
AD: Lina Rode