I did this assignment for a class I am taking, and I want to share it. I got called crazy and now I feel like my peers view me as a radical but what's the point of being in an industry or a practice and not having an opinion. Anyways I hate saying that as I try to be as Pyrrhonistic as much as I can but yeah. And to the person who called me crazy, I don't care this is the reality to this industry and if you can't take it maybe fashion isn't for you. Anyways here is the text I read.
Personally, I feel as though magazines are and will be the pinnacle of consumerism. Magazines are prevalent in every aspect of our lives. Grocers have magazines, furniture stores, fashion, lifestyle, every aspect of our lives, there is a magazine for it. I want to point out fashion specifically. As I feel it is the embodiment of the term capitalism in my opinion. An economist named Thorstein Veblen who wrote, The Theory of the Leisure Class in 1899. He wrote this book on every aspect of the leisure class, but he only gave one entire chapter to fashion. Veblen thought that consumption is driven by the upper class. The upper class are the people who have the ability to purchase the Loro Piana Vicuna sweater that they paid $9,000 for, but the person who labored over the creature did it voluntarily because of the pressure from their peers. The rich are the people who run the industry, and decide what the style is. And magazines such as Vogue, Elle, BOF, WWD, all cover these things. They cover this lifestyle, to sell products to the bourgeois people who want to look fancy, or upper class. And Veblen coined this term, “conspicuous consumption.” 125 years ago, and it is still very much prevalent today. At the time, fashion was the only way to show off your wealth. There was no social media, no widespread coverage, no global designers, it was only the clothes you wear on your back, and the things you see with your eyes. It was not furniture, paintings, cookware, anything inside of your house, it was your clothes and the stuff you see on the outside. Veblen then said that consuming luxury fashion, to look like you have pecuniary success is to do so often. The reason the rich look rich is because they can just dispose of their clothes whenever they want, and get new clothes instantly. Think of ASAP Rocky for example. These clothes then trickle down to the middle class who pick it up, and then the lower class if they even have the money to buy the third hand clothes of the upper, and middle class. The thing is, these brands do not tell you to buy their clothes, it is the magazines that put their ads into their magazines that connect with a certain lifestyle that one wants to abide by. As well as one’s peers who influence them. Which then leads to sales of the product. The bourgeois person, someone who is middle class, who is influenced by these magazines then buys these “luxury goods.” The goods who are created on a mass scale, and marketed as luxury but are not truly luxury. Maybe back in the early 1900s by a team in an atelier, but even now, in my opinion, even if something is made in Italy, Japan, England, Spain wherever you consider “luxury,” is it really luxury? Are you really buying something you need, or are you buying it to try and keep up with the predatory social system capitalism has crafted and harbored? Now, I am not saying capitalism is bad, I’m just pointing out some flaws that have led a lot of people to constantly think about what they're wearing, and that they need to consume more to look cool, to show off their wealth, and to keep up with the trends of the time. Enter: Fast Fashion brands. The end all be all pinnacle of consumerism and capitalism in a nutshell. The conglomerates who have expendables ready to create 20 cent garments to sell to the bourgeois person. Who even have scholarship opportunities at colleges. Brands such as SHEIN, ZARA, Boohooman, H&M, who give the consumer that feeling of being rich. The middle, and lower class can now play as their upper class counterparts and spend money like them and have new clothes to look good and be the cool and interesting person they want to be. Now, I know there are people who genuinely need these fast fashion brands to have clothes on their backs and to also have jobs in third world countries. I am mainly pointing out the consumers who have the money to purchase something of quality, but deciding not to because they do not want to “waste” their money on clothing. You get what you pay for in this industry. (This is not always the case, look at LVMH and Kering owned brands who hike up prices because of the status and not because of the actual quality..) Yes, the clothes are cheaper, but they look very similar to the high and upper class thing that they're trying to emulate, but this just does not work. Sustainability wise, mentally. And now, social media, markets these products to young children who are ever growing on social media platforms and now have SHIEN ads shoved in their face that they saw their favorite rapper wear and now want to buy this crappy knock off to look like them. And there are now influencers who post their $1,000 SHEIN hauls online, and gain millions of views on YouTube, who then also post it to instagram, tiktok, twitter, every platform you can imagine where they can also show off their 30% off promo code for their followers. Now, to me, social media is the new magazine. Its curated to one’s lifestyle, and is selling their information to then make more money.
Anyways, what I am trying to convey is that magazines especially in the case of our era, which is the 1930’s tried to push this lifestyle of glamor and ease to the American people who were literally starving, and out of work. Giving them ads of travel abroad opportunities, the new shoes of the season! New hats, et cetera. I did not see one article that talked about the average family in America at the time. The family that is struggling to find food, the family that has no money, where they can’t even buy shoes for their child to walk to school. This to me is just ignorance at its finest. They don’t care about their consumers, they care about the money that could be made. But then I guess one could make the argument that there was already so much negativity at the time, and people needed a reason, an inkling of motivation to get that new pair of shoes, to read about the rich people and their no worries life and to get their mind off whatever was around them. The one thing I did like though was that the price of the magazine stayed the same throughout the whole time period. 35 cents. Which today is not much but back then it fluctuated between $6-9 dollars today. Anyways I just wanted to leave off with some of this information as I feel like it is important to look a bit deeper into the psychology and the marketing tactics behind a lot of these magazines, and to also show that it is okay not to consume, and that fashion is an evil practice.