For years the hollow claims of every marketing guru who insists that consumers ‘demand authenticity’ has been neatly debunked by the success of the high-end ‘distressed’ denim phenomenon. Buying jeans whose wear-and-tear is implemented by far-flung factory workers and machinery, according to specific standards devised and overseen by layers of corporate design-management — and in fact paying extra for such jeans, and pretending that this somehow signals rebel style — a capitulation to simulacra-culture so Xtreme it would make Debord giggle and Baudrillard weep
Rob Walker on faux-distressing and the Olympic snowboarding uniforms. (via putthison)
Authenticity is a BS codeword for accepted and expected behaviours. Authenticity is when someone you think you know, does what you think they would do in a given situation.
Question authenticity.
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