This is a fad coming around, more say.... That is trying to be pushed as a trend, in which was not targeted/ marketed right.
Now if one were in a club and saw a pair of these glowing like nothing they have ever seen before it would be different to where and how people would were them. If and if only, they had marketed, for example, them to be like the untouchable pair of jeans worn by the never before seen person as like some one in a movie. It would have had a much nicer out look for the matter. Seeing them on a runway and trying to find the best means to were them by someone who thinks "If it's new i got to have it and wear" is one thing.
Basicly it is like wearing a coat before the idea was ever thought of.....It will come....