There is always a memory of a line in the movie "The Queen of Prada", which is a fashion enlightenment for many people. Intern Andy first entered the company, wearing her big blue sweater, and Miranda, the editor-in-chief of the next magazine, was puzzled by a belt that was exactly the same in her eyes. When she smiled, Miranda stopped her life. Andy said something:
"You picked this bloated blue sweater from your closet and wanted to tell the world that you are serious about yourself, shoulder-responsible people, and don't care about those superficial external objects. I don't know, you This blue color is a commodity that has been put into the mass production line through the transformation and evolution of numerous designer works. The work and expenses behind it are innumerable. You feel that you are an exception to the fashion industry. In fact, you are wearing it by you. The ridiculous person in this room chose the sweater for you."
In the past, it seems that, as Miranda said, the public is always led by fashion.
Current trends can seem to violate all contemporary aesthetic rules. The elements that have been swayed by the fashion industry: pockets, hole shoes, ranch skirts and old-fashioned shoes, have now become a single item for the trend.
This is undoubtedly a provocation against aesthetics. Conservative people often think about it when they see the most up-to-date publicity photos on Instagram. This may be just a joke. However, designers don't design products for fun, don't forget, their goal is ultimately to make the brand profitable.
These blinks see people who feel lazy, aesthetically pleasing, and controversial, and will eventually be pocketed by consumers—because they are comfortable, familiar, timely, and practical. The correct aesthetic seems to be less important here, and a discerning eye can naturally adapt to a variety of different aesthetics. These are like the jeans we feel now in the hole, Oversize clothes are normal, just need some time for baptism and patient waiting.
This trend of “being ugly is beautiful†seems to have started from the popularity of Birken shoes in 2013. From the day of birth, these shoes are considered synonymous with é‚‹é¢. When the spring and summer of 2013, leading the soul of Peline, Phoebe Philo, reinvented this classic brand from Germany, the fashion industry was crazy. The redesigned, joint-stock series with a retail price of $900 was sold out without any surprise. People saw different things and tried to stand out from the crowd.
Soon after, we saw in the magazine that the star wearing the Birken shoes appeared in the fashion magazine. For example, actress Milla Jovovich's photo of wearing neutral white trousers at the beginning of Vogue magazine, accompanied by black Birken shoes, did not mean anything. You even think silently, I want to be a girl of this style!
Who can resist this trend? These items, which are often regarded as “ugly†by the public, have not only changed prices from the original 120 dollars, but also increased their sales speed after detailed transformation and joint marketing strategies. . Fashionable Birkenstock shoes are the best example of today's “anti-fashion†trend: this pair of slippers, nowadays transformed by various fashion elements, has moved away from its original outdoor hiking intentions to become a comfortable and durable one. Fashion elements.
This company, which sold only 10 million pairs of shoes worldwide in 2012, sold 25 million in 2017.
The same story also happens on the sneakers. The old sneakers that are considered ugly and staying in Forrest Gump are being used by Balenciaga and Maison Margiela to become fashionable items that are expensive (Triple S is priced at $895 and Margiela is $1,645). .
How is this trend of “ugly†prospered? From the beginning of the faint sleek dress collection of Prada in the late 1990s; to the short-lived in 2013, the pursuit of anti-trend minimalist sex Normcore trend, let Unremarkable clothes have become a fashion. Today's ugly aesthetics, adding a little old-fashioned element, mixing a bit of fake perfectionism from the instagram era, and then investing in some elements that have never been optimistic about fashion, have created Vetements, Balenciaga, Y/Project, Gucci, which are popular in the fashion industry. A popular brand that challenges traditional women's aesthetics and gender.
In the past, we have always felt that luxury goods are a symbol of women, such as a beautiful handbag and a soft cashmere sweater; however, today's popular luxury goods are just the opposite, they lack the female elements that traditional luxury goods should have. Do not pretend not to disguise, no gender, popular is their synonym.
All of this is announcing that the elite of fashion has surrendered to the masses. Fashion and the public's position have been exchanged, and now it is more like consumers are leading the fashion. Just like the example of Birkenstock shoes, designers now think this way: If people choose to wear Birken shoes, then I have to have a place in the market. I want to design it into a velvet material according to the feedback from consumers. Put on jewelry and put it on the market. In other words, the people who cause the ugly fashion phenomenon today are ourselves.
Givenchy and Gucci have launched bathhouse slippers with Logo this year. The same style may cost as little as $10 in Wal-Mart. Do you buy original models or designer-improved high-priced slippers? I think most people don't have the courage to wear Wal-Mart's unnamed version. Coupled with the brand design and logo version, it seems that there is a designer's gold sign certification.
Just like today, everyone thinks that the pocket will no longer associate it with the greasy middle-aged street vendors in the 1990s. Today's fashion lovers love to use their pockets because it can put the phone on the body and free your hands.
Ugly fashion, retreat 10,000 steps, based on practicality.