I’m not going to feign understanding the logic behind this stunt by Alexander Wang, but it seems fair to speculate that inviting a few hundred New Yorkers to a warehouse where they can grab all the free garms they can carry was designed to be a hype generating, excitement building and envy educing kinda thing. Filming it and putting it online, a viral ad venture, straight up.
What actually transpired was a clip of a mob of gung-ho fashion fans getting carried away, showing just how shallow and narcissistic their fashion obsessions really were. Stepping over fallen participants, having a grapple over the last size ten LBD, and a full blown cat fight between a pair of girls were expected, probably hoped for, and they were granted.
How much of this video is staged, I have no idea. But if the intention was to show how mindless both high-end fashion and streetwear has become, it succeeds. There is no way these fans had looked at the piece, admired it’s design merits, and decided to invest in it. They just wanted stuff. Any stuff, but glossy and sexy stuff. And they want it now. And free.
A similar observation was made when I spotted a familiar face in the queue at the Supreme drop the other week. We recognised each other, I asked him what he was hoping to get his hands on. He explained that he hadn’t looked at the collection online, but had a couple of hundred quid on him and was hoping to get in and grab what he could in his size. He is a pretty average sized bloke, so the competition would be considerable. I smiled and stumbled into Co-Op for a sandwich.
Between the Alex Wang viral, and that interaction at the Supreme queue, I was left with a plea in my mind – “Have some dignity, fashion heads“. Don’t make buying branded clothes more superficial and ugly than it already is. We all cop them, but these acute examples really highlight the ghastly extremes of human nature.
Queueing up to cop threads that you haven’t even seen yet, or getting into a shoving match over Alexander Wang, are sad and telling examples a culture of materialism that still exists in 2013 London. Conspicuous consumption is at such a high that boys and girls carry Starbucks coffee cups like they are accessories to their outfit. Presenting these fashionistas with free Alex Wang simply removed their sophisticated, civilised, masks. Exposing the truth underneath, hungry vultures on a gazelle’s rotting corpse.
This shit must be the kind of thing Al-Qaeda show to young recruits whilst brainwashing them against the west. It’s gross and we should be ashamed!
Sort it out, London!
Photo from Highsnob.