Welcome to the 141st insertion of DEMUR®, an analytical series highlighting the intricacies of the artistic world and the minutiae lying within. In this episode, we dig through grain, impact font and surprisingly low resolution to figure out why memes are so essential in the fashion circuit.
In a world where communication is predominately digital, it’s no surprise that alternative forms of comedy have arisen. Restricted by character limits and few expressive avenues, it can often be difficult to transmit emotion on a universal platform. In an industry where opinion dictates trends, sales and influence, these restrictive boundaries are only heightened, forcing users to find alternative forms of exchange while battling short attention spans.
Given these parameters, memes have become the ideal medium for quick hot takes and controversial debate. Pushing aside meaningless ‘shitposts’, memes can be highly engaging despite such low effort, playing on relevant topics with little regard for backlash or hate. Retaining diverse relatability, they become a prime subject for reposts and conversation, providing a gateway for mainstream comments on the likes of couture, niche events, and of course, controversy.
Whether it’s making fun of an item, personality trait, or even one’s self, memes allow for an audience to bully trends out of style, and subsequently manipulate market trends. From Comme des Garcons’ ‘Heart’ Converse to Philip Plein as a person and designer, culture-wide mentalities can affect buying habits, fashion cycles and brand image. The fuel behind many of these ideals is found in memes, if not in lacklustre design, igniting a humorous mob mentality for stylistic norms.
Perhaps memes’ greatest quality is a shared acknowledgment of superiority and flaw, directed specifically towards the audience that continues to engage with the industry at hand. Outside of niche markets and followers, memes can attract those previously uninterested in fashion, using a laugh or reply as an introduction to a gatekept community. Keeping oddities in check while ensuring a level head, memes are undoubtedly essential.
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