Shoe brand Reebok teamed up with Amazon and Google Home to launch its limited edition Swarovski sneakers via a contest over voice assistant. By turning to tech and tapping into ‘drop’ culture, the brand is looking to win over young audiences who are tired of traditional marketing techniques.

Gucci has released an app which lets sneaker fans virtually try on it’s latest Ace trainers using AR. The launch of the app demonstrates a shift towards AR experiences becoming mainstream in the luxury sector, with Gucci using the technology to let fans 'try on' new styles as soon as they drop.

Considered the most disruptive force to come into collision with the clothing industry this century, streetwear – and hype culture – has transformed fashion. With established brands now vying for a piece of the streetwear community, how has this sub-culture influenced modern fashion?

The resale market for streetwear has expanded from niche online communities to form a sizeable part of the $18 billion apparel resale industry. But who are the key players in this world? And what drives people to spend small fortunes to secure particular sneakers, t-shirts and hoodies?