Hypebeasts in Madrid

Born out of curiosity and interest in fashion, this ethnographic project aimed understand the under-researched Hypebeast community in Madrid. The first phase involved desktop research: going through online articles, webpages, Youtube videos, and most importantly, mapping out Madrid's Hype stores. Then moving towards the fieldwork phase, we started by doing participant observation, followed by expert interviews, and ended with mystery shopping; all techniques useful as we gained in-depth knowledge about the subculture. To continue, we decided to do netnography, phase in which we interviewed three Hypebeasts as a way to have first-hand answers on the topic. Having done a great amount of research and collected interesting data within three months, the analysis showed crucial insights. The main one being: Hypebeasts are part of an extremely exclusive community and would rather be called "collectors".

In collaboration with Maria Jose Heshiki, Claudia Taveras & Mae White

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