In profiling themselves through an alternative artist like Arca – whose performance was created in collaboration with Prada with whom he has also launched a capsule collection available on ssense.com – they reflect the increasingly underground-to-mainstream progression of a new generation of consumers. “When you look at the data of Ssense, what says most is Gucci, Balenciaga and Off-White, who somehow have created a relevance among millennials and Generation Z, who now drive all the sales,” Joerg Koch told me. The founder of the Berlin-based cult magazine 032c, he has served as editor-in-chief of Ssense for nearly three years, rethinking the ways retailers create editorial content. “These brands communicate in different ways than traditional luxury houses. For me it’s interesting to see this: either you get it or you don’t get it, and the brands that don’t get it are like luxury zombies. Their business model is dying out.” As an outsider looking in on Ssense the message is clear. This is the shopping destination where brands aren’t simply sold but shaped and moulde: a synergistic interactive space for the creators and clients of fashion.