“We shape our buildings. Therefore they shape us.”
– Winston Churchill –
It was about 3 years ago, and I was attending my class schedule about analysis of emerging lifestyle, when my great professor decided to show us a video: the launch of 2016 Gucci cruise collection. He explained us that Gucci had named a new Creative Director, and they were about to make a relevant change in the brand identity.
I admit I wasn’t a huge fan of Gucci back then, because of its snobbish design that for so long I’ve been associating with an old-fashioned and boring Italy. I trusted my teacher, and started watching the video.
Nothing but WOW.
Trickle Down: Youth Subcultures and Mainstream
In order to evaluate the meaning of clothing in relation with youth cultures, it is mandatory to clarify some theoretical notions that concern the evolution of fashion towards contemporary consumption, especially referring to a time in which people had no consciousness of what they were wearing, even if there were imposed severe sumptuary laws to maintain well defined boundaries among social classes. Continue reading
“Un eterno presente che capire non sai, l’ultima volta non arriva mai” (CCCP Fedeli alla linea, Per me lo so, 1987)
“It made my heart run in circles and overflow / And I was closer than ever to letting go It made my heart run in circles in overdrive /And I was closer than ever to feeling alive” (Tame Impala 2016, Reality in motion)
On the wave of the international convergence, Generation U will not be portrayed as the Fritz Lang prophetic vision, but we will observe the creative as well as unifying impulse that is deriving from the human ability to think universally and act locally, where “DIY” (Do It Yourself, the 21st century Individualism’s manifesto) relies on people’s consciousness about the right of living their own life as they better prefer. Continue reading