17 years after the birth of the classic satire “stop being poor”, the Vetements brand has a response with a t-shirt design “Stop Being Rich”.
From the stop being poor shirt to the catwalk meme battle
One of the fake photos that has gone viral on the internet is a shirt with the words “Stop Being Poor” worn by Paris Hilton in 2005. This is a photoshop product, however, the blonde is wearing the same shirt. that shirt, accidentally became one of the icons of contemporary fashion.
At the present time, it is almost impossible to find any young people who have not been exposed to memes – the succinct and humorous representation of a trend, phenomenon, a contagious opinion. strong on social networking platforms. In addition to Facebook, TikTok or Instagram , fashion is also one of the effective tools to help memes go deep into the spiritual life of the masses.
Since about a decade ago, the pioneers of this trend – Hollywood stars have used slogan T-shirts as a way to express their thoughts, sometimes to argue for a certain issue first. the media.
“Dump Him” - Britney Spears instead of appearing on talk shows or the press to answer the world’s speculations surrounding her love affair with Justin Timblake, she wore a crop top with this striking text on the streets of London. It quickly went viral by fans. As a result, the popularity of the meme costume is directly proportional to the popularity of the pop princess. Later, another shirt with the words “I’m a Virgin (But This Is an Old T-Shirt)” by Britney also became “hot” all over the newspaper at that time.
Robert Pattinson and Kristen Stewart hit the paparazzi with a classic 1986 Beastie Boy tee with the bold statement: “Get off my Dick”.
Memetic Fashion has a humble beginning, which originates from individuals or small fashion brands who want to express their voice and ideology through statements on clothing. Thanks to the celebrity hype of the 2000s and the subsequent explosion of social media, “Meme Culture” has crept into the realm of high fashion. They even stepped on the famous Haute Couture catwalks, thought only for academic artistic thinking, but the target audience is the long-standing rich.
The ambition to bring satire to the runway has existed in designer Demna Gvasalia since her days at Vetements and really exploded when he took over Balenciaga . Going against the majority, Balenciaga’s Creative Director does not reuse famous memes, but turns his works into content that makes people surprised, critical, a little “speechless” and important. The most important thing is to press the “share” button.
The prime example is the Balenciaga Crocs or the trash bag that defies all the preconceived norms that the luxury fashion world has built.
Previously, Viktor & Rolf held a Spring-Summer 2019 Couture show with a lot of “attitudes”: “I’m not shy I just don’t like you” . you), “NO” , “Sorry, I’m late, I didn’t want to come ” present.
Or to one of the brands that reign at the top of their position and reputation like Gucci, also participating in Memetic Fashion. To poke fun at plagiarism, the Italian fashion house mischievously printed yellow FAKE labels to highlight classic monogram bag and shoe designs.
Just like that, besides traditional fashion, meme culture emerged and became an important part in the backbone of world fashion, especially in the era of Gen Z – customers with unique personalities and needs. The need for self-expression is stronger than ever. Owning memetic fahon items in the wardrobe and wearing it every day is the way that today’s young people express their feelings and opinions.
However, the explosion of meme culture in the present time also has many consequences for the overall picture of fashion.
In essence, a meme usually doesn’t last very long and is discarded very quickly because of the constant introduction of digital content. As a result, the designs of the memetic fashion trend are very unsustainable. This is a double-edged sword for any brand. Due to the constant rotation of trends, fashion houses are able to make a very attractive profit in the face of demand for trendy items. But at the same time, this also reduces the actual value of an item. Even if the designs come from a certain luxury fashion house, they still have the same potential to harm the environment as fast fashion if they lose their long-term “trending” character.
In another aspect, following or deliberately creating fashion meme products and bringing them to the runway, is easier to see as a tool for communication than to honor artistic values.
Ironic, eccentric and explosive – whether in a positive or negative way, are the factors that make memetic fashion get attention. After the internet will be the metaverse, the next form of the fashion meme is still a mystery. Will they become “viruses” again or have they come to an end?
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