Itâs from 2001 so dated in a fun way to see what was considered cool and ultimately marketable. Still relevant as its basically a look into proto influencing
Dec 5, 2024
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I just watched this. Itâs was so wild. Cant help but think how itâs all transitioned from MTV to social media apps!
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Why millenials are the way we are *** insane to watch in the context of today
2001
The largest generation of teens
With money to spend
The most marketed to generation ever
Conglomerates colonizing Teen Market rely on âCool huntersâ (aka influencers)
Ack!
3d ago
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i think before tiktok or instagram there was a more homogeneous idea about what was cool bc magazines had a monopoly on the industry. now that the internet has democratized what gets to be cool there are different types of cool, which is the rise of different competing styles. but these styles arenât really just about like âdo you like low rise jeansâ so much as they are âwhat do the low rise jeans say about youâ which has caused a lot of aesthetics to be simultaneously tied to a specific identity, in turn marketing and influencing has become increasingly niche. i think that certain influencers becoming enmeshed in their aesthetics hasnât helped either where if, for example, tara yummy recommended an eyeliner the goth girls would eat it up, but the clean girls might not care, bc that eyeliner would be contrary to not just their aesthetic, but identity. but if tara yummy was emily mariko the opposite effect would happen to both camps, if that makes sense.
TLDR; niche aesthetics and microindivduality is killing mass marketing
Feb 18, 2024
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I love this GQ article about JJJJound from a year ago highlighting Justin Saunders' influence on internet taste & moodboards. He's been in the background of a lot of really influential projects over the last decade, all while building up his own brand that was really kickstarted off a primitive version of what we'd call a moodboard (a version of this still exists here).
What's been so interesting to me is watching the rise and now slow decline of JJJJound as a tastemaker. I guess for us (my millennial generation) the internet really was a clear defining aspect of where we'd discover new things. We learned what was cool from Complex and Hypebeast NikeTalk and StyleForum and a plethora of other sites that either don't exist any longer or have been since bought out and bastardized into another machine that pumps out sponsored posts. Justin thrived in this era. I remember his first few drops, specifically the Vans from 2017 come to mind. People were losing their minds over them. Same for his first few New Balance collabs - absolutely chaos. I personally never found them appealing, but I understand why they created the buzz that they did.
...and yet...
When I talk to any younger guys that are into fashion and menswear and I ask what they think about some of these 'legacy' brands I usually get hit with a 'uh who?' or worse, 'they're cooked.' In a shocking twist of fate, the menswear heroes I grew up admiring are becoming irrelevant with the next generation. And although there isn't anything wrong with that, it does remind me how fleeting relevancy and taste are within the creative space. There's something impressive about being someone who lasts through the shifting trends and fads. And with Gen Z seemingly taking this anti-internet / anti-tech approach (have you looked at how many teenagers are giving up their iPhones for flip phones???) I do wonder what will happen to these guys that formed their following off of forums and message boards once those go away entirely.
Apr 25, 2024
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