AREN'T WE TIRED YET?
- Annika Hein
2010 marked the launch of Industrie Magazine and for their
debut issue they strategically placed Ms. Anna Wintour on the cover with an
understated, inconspicuous image credit. She was typically nonchalant,
predictably and effortlessly vague and fooled no one as she distinctly
represented herself! There was no character portrayal, no excess wardrobe, no
reality escaping fantasy- the cover was a celebration of Anna as Anna. A pretty
bold move for an unestablished magazine, especially given the industry pulling
power of their cover star and her direct association with what was potentially a
competing publication. They were proving a point, one that further cemented
their dedication to the culture of
fashion, shifting the focus away from trends, instead providing an insight into
the personalities and moments that influence and shape our industry.
And at first, this defection from the frustratingly
untouchable high fashion world was a welcomed distraction. The glorification of
street style was a refreshing shift in focus, compelling us to delve into the
intrigue associated with, not only who and what people were wearing, but how
they were wearing it, where they were going and who they were with. The
individual moved into the forefront, it was all about the attitude; personal
touches by way of OTT nail art, eccentric phone covers, takeaway coffee cups
and the latest magazines rolled up under the arm were equally important, acting
as aesthetical props, strategically placed in focus providing intimate insight
and extra understanding. The dutiful photographer boyfriend was always in tow
and the art of the, “pose,” was mastered, (straight legs, one foot crossed in
front of the other, shoulder slightly up, chin down, clutch placed perfectly at
your side!). Next to follow, without missing a stylised beat were the bloggers,
who were quick to realise the trick to getting photographed and pulling
editorial focus, was to dress as ridiculously over the top as possible!
The appeal has slowly begun to loose its edge; it’s becoming
dry and predictable, accelerating to the extent of no longer having anything to
do with fashion at all. It has been converted into a deafening PR stunt, a
cutthroat competition of the ugly and the unimaginative. The concept of street
style has developed into an exhausting masquerade, comprised of personal
attacks on the creative foundations of the fashion industry. Aren’t we tired
yet?
It’s time to shift the focus, send our appreciation and
admirations back to the influencers, the innovators and the shape shifters of
the industry. The true individuals who genuinely and actively contribute to the
development of fashion, those whose opinions and legacies are so greatly
engrained in the framework of the industry, that something as insignificant as a
captured moment on the street could never hope to verify and cement the
important of their place or validate the strength of their voice. The
underlying core of street style was to make fashion seem somewhat accessible
and attainable, but what if it’s appeal all along was that it wasn’t?
To be
continued…
