If Hilfiger had a genius, it was less about saying something radically or interestingly new with clothing than about understanding how to curate, translate and market niche aesthetics for a broader audience. His enthusiasm for countercultural fashion, it soon became clear, was opportunistic rather than philosophical. His was a fundamentally pop genius, dependent on his ability to give the mainstream just as much edge and titillation and fantasy as it could handle, but no more.
Recently, the trend on Sean Cody is flat-fronted shorts and soft, monochrome shirts. The clothes match the sets, which are full of sand, taupe and gray in what a friend of mine refers to as the ‘Starbucks regency’ look – bulky, plain furniture you’d find in your local coffee shop. Far from the scuzzy, sweaty-jockstrap, sling-in-a-basement aesthetic of much gay porn, Sean Cody’s look is more timeshare promotion video. Dean ejaculates on a gunmetal grey rug with a white, interlocking diamond pattern, possibly from West Elm or CB2.