Keyword

Marketing arsenals

Dream Spaces

Dream Spaces

An Afternoon on a Buying Trip in Milan

The salesperson re-approaches, grinning widely, dangling a T-shirt with a phallic motif on it. Now we are excited.

‘That’s free money!’ is Aimee’s favourite expression, and she uses it here. It means something we can go deep and wide into. ‘Deep’ means we will buy a lot in quantity, and ‘wide’ means we will buy a lot of colours. For a long time we consider colours for the phallus, and which direction it should point. (Sideways is chic, up or down is crass.)

I have a flash memory of reading somewhere that brands were supposed to be ‘spaces for dreams.’

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Gods and Kings

Gods and Kings

Dethroning the fashion designer as creative genius

There is a tendency, across fashion exhibitions and publishing, to portray the fashion designer as a creative genius. The ‘Alexander McQueen: Savage Beauty’ exhibition at London’s Victoria and Albert Museum in 2015, for example, emphasised its demonstration of ‘the extraordinary talent of one of the most innovative designers of recent times.’ Such a depiction positions the designer outside the realities of the fashion system, as a uniquely autonomous figure of otherworldly measure: as god, or king. While this mode of representation may be customary, even habitual, it is deeply misrepresentative of the designer, and the contemporary fashion system in which their work resides.

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