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Без слез не взглянешь: почему люди тратят тысячи долларов на уродливые вещи?
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Неряшливо-асимметричные пальто, кроксы с огромными стразами и (о, боже) целлофановые «пакеты» мелькают на подиумах и вызывают бурное обсуждение в соцсетях. Люди выстраиваются в очереди, чтобы купить футболку, которой будто бы вытирали пыль последние лет пять. Всему этому безумию есть название: ugly fashion.

Без слез не взглянешь: почему люди тратят тысячи долларов на уродливые вещи?

Тенденции

Депрессивный стиль: что это такое и как с ним бороться

Тенденции

После бала: «донашиваем» нарядные вещи в повседневной жизни

Что же заставляет людей приобретать «уродливые» вещи? Причина банальна: это очередная возможность выделиться из толпы в мире, где красота без труда копируется и тиражируется миллионами экземпляров. Теперь то, что совпадает с нашими представлениями о прекрасном, является скучным. Дизайнеры создают лимитированные ugly-коллекции и буквально заставляют трендсеттеров охотиться за «страшными» новинками.

К тому же уродство легко рекламируется. Согласитесь, чем страннее выглядит вещь, тем выше вероятность, что ее захочется сфотографировать и выложить в Instagram. Этим и пользуются мировые бренды, ведь такая реклама для них бесплатна и крайне эффективна.

Без слез не взглянешь: почему люди тратят тысячи долларов на уродливые вещи?

Яркий пример такого подхода — бренд Vetements. Его дизайнер Демна Гвасалия, возглавляющий модный дом Balenciaga, заставил весь мир хотеть желтые футболки DHL, в которых ходят работники курьерской службы. Кстати, синяя сумка, похожая на ту, в которой вы выносите кастрюли и вешалки из Икеи — тоже его творение. В итоге немного сумасшедший и провокационный подход сделал из Демны настоящую звезду индустрии.

Без слез не взглянешь: почему люди тратят тысячи долларов на уродливые вещи?

Сейчас именно Vetements является одним из самых покупаемых «ugly»-брендов — кроссовки в коллаборации с Reebok были полностью распроданы всего за час, хотя их стоимость превышает 50 тысяч рублей. Ну, а в ЦУМе можно найти потертые ботильоны с маркером вместо каблука за 100 тысяч (и это не предел).

Покупают такие вещи в основном миллениалы — молодое диджитал-поколение, имеющее свое представление о том, как нужно одеваться. На них ориентируются многие люксовые бренды. Gucci, по слухам, даже собрал тайный совет из этих самых миллениалов, помогающих придумывать рекламные кампании.

Без слез не взглянешь: почему люди тратят тысячи долларов на уродливые вещи?

Есть и другая причина, по которой гиганты модной индустрии включают в свои коллекции резиновые шлепки и поясные сумки, которые мы привыкли видеть на туристах — они удобные, а комфорт хорошо продается. Дизайнеры переосмысливают практичные и дешевые вещи, создавая из них что-то поистине эксклюзивное и причудливое.

Без слез не взглянешь: почему люди тратят тысячи долларов на уродливые вещи?

В конце концов, мода — такое же искусство, как живопись или кино, а значит, прибыль не является главным фактором при создании новых коллекций. Все то, что мы видим на подиумах — реакция модельеров на происходящее в мире, их способ выразить себя и бросить вызов современным стандартам и идеалам.

Источник: cosmo.ru

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