The on-going economic, social and environmental crises, the overwhelming proliferation of data, the lack of perspectives as well as the uprisings throughout the world seem to have truly electrified the air! Caught between a survival instinct that forces us to keep our heads up to avoid being submerged by the chaos and an urge to seize the new opportunities it presents, there is an unquestionable energizing, even euphoric force that encourages us to make the most of the situation. Concretely, this translates into a wide array of new, uninhibited social stances and combative attitudes stretching the limits to sweep away established systems, social conventions and norms. This vigorous trend, which is part festive and flashy and part irrational and risky, is drawing the contours of a new form of radicalism, neither militant nor associated with critical and communitarian attitudes, but rather a declaration of individual life.
One way to resist chaos and fear of disintegration lies in the radical reassertion of one’s identity. This process is becoming close to normal and may even be a salutary way of existing. There is a move to reconstruct oneself into a rich and varied, radical and creative identity. This is leading to the emergence, allover the world and across generations and origins, of highly original profiles. Such personalities are a far cry from conventional social categories and esthetic tendencies, but are nonetheless an integral part of society. Eccentricity is no longer a marginal reaction but an exhilarating way to find a new balance within one’s unmitigated self, liberated from conventions and constraints.This evolution works at all levels: individual, group, company or territory. Cities, brands and political leaders have adopted postures that recall those of past radical art movements.
1. FREESTYLE LUXURY : Lanvin advertising campaign by Steven Meisel, FW11-12. The elegant and poised luxury brand hits the nail on the head in its portrayal of these “ladies” childishly dancing in front of a mirror like two cheerful adolescents. A far cry from staid elegance! 2. APOLOGY OF SINGULARITY : In We are all Weird: The Myth of Mass and the End of Compliance, Seth Godin explains that the strategy of encouraging mass consumption by tapping into “normality” is not only unproductive but also a mistake. He believes that singularity is the way to go for businesses and consumers who no longer wish to abide by the norm. 3. POLITICS OF ECCENTRICITY : « Keep Portland Weird » is the motto that the city of Portland chose in order to stand out on the international scene. A strategy ideally suited to medium-sized cities that need to reinforce their marketing tactics to resist cannibalization by the more powerful and attractive megalopolises.
EVOLUTION OF VALUES
SYMPATHY FOR MOCKERY
Lunacy, quirkiness and uninhibited grotesquerie become the norm and pushes the limits of ridiculous, pathetic and idiotic representations, which are becoming “popular” again. Ultimately, it questions the notion of normality itself.
Singularity and the quest for originality become “normal” This shows that the margins have moved to the center and eccentricity has become banal. It frees us of aesthetic codes, particularly sartorial, because it fully expresses a person’s richness, depth and humanity.
CREATIVE CONCEPT : CRAZY AESTHETICS
Tweak everyday objects and surroundings by introducing novel uses or aesthetic codes. A bold, unconventional and near kitsch approach designed to draw a smile and seduce without fear of tackiness.
1. throwable panoramic ball camera by Jonas pfeil. A ball and camera in one to take pictures and play at the same time. The camera takes a spherical panoramic photo when it reaches its highest point. 2.Special effect make-up patch by anna- belle petit for vogue. The ultra fine membrane-like sticker can be placed and removed like a fashion accessory, introducing a novel and bold beauty gim- mick. 3. motorbike helmet & bat by igor mitin. Disguising familiar objects to infuse them with an iconoclastic or whimsical twist, a message both to those who use them and those who see them.