Devon: American Apparel, VICE & Counterculture

March 26th, 2008

While scrolling through the current issue of VICE magazine on a flight back from Montreal this weekend, two things struck me immediately:

First, if we can use current American Apparel advertising as a benchmark then the idea of subtlety has been completely lost on this generation. The new AA ads feature one of the most beautiful girls I can think of in recent memory lifting up her skirt to reveal an equally incredible behind. Now, while this is all well and good for most of us guys and while it gives me something else to think about on my hour long flight, it also brings up the aforementioned question…what the f&%# has happened to subtlety in culture and advertising??? Is this what it really takes to sell socks these days?

Secondly (and, in my opinion, more importantly), doesn’t the fact that absolutely EVERYONE seems to be a hipster these days completely cancel out the importance and necessity of VICE magazine? Years ago when I was in university, VICE Magazine magazine reflected all the things mainstream culture and media was afraid to. The articles were simultaneously and equal parts: cool, informative, ridiculous and self-indulgent. It reflected the counterculture most of us would never live in or get to experience. However, now that everyone over the age of 16 seems to dress like a Technicolor clown, listen to Justice or a hipster status equivalent and mimics the lifestyle caught in the witty headlights of the editors of VICE magazine, is it still really important in the way it used to be (despite the fact that VBS.TV is the coolest thing I’ve ever seen in my life)?

Back in 1993 when Calvin Klein released a “grunge”-inspired runway line, the same argument was raised and I suppose will continue to be raised. Counterculture will always eventually fuse with actual culture. So perhaps my argument and this blog itself is completely meaningless…at least I’ve still got my AA ads and perfectly shaped models to occupy my thoughts until I land.

Devon

Posted on Wednesday, March 26th, 2008 at 12:54 pm by Chrissy and is filed under Headlines & Current Events.