Saved by Maarten and
Culture Is the Client
If we just passively observe from the outside, and don’t we don’t form direct, active relationships with the leaders, artists, elders, people with lived experiences that make and change a culture, how can we truly be an expert or an advocate?
Further, if we’re talking to consumers, it’s important to understand the distinction between talking to... See more
Further, if we’re talking to consumers, it’s important to understand the distinction between talking to... See more
Nick Susi • Culture Is the Client
So how do we push this from theory into practice?
Last year, Jacquemus wanted to host their Spring/Summer fashion show in Hawaii. It was going to be their first show outside of France. The location was inspired by a previous Jacquemus campaign in Hawaii. They wanted to support the connection they felt with the people there. But how should they... See more
Last year, Jacquemus wanted to host their Spring/Summer fashion show in Hawaii. It was going to be their first show outside of France. The location was inspired by a previous Jacquemus campaign in Hawaii. They wanted to support the connection they felt with the people there. But how should they... See more
Nick Susi • Culture Is the Client
Culture is a shared set of elements that characterize a group of people – a religion, a race, a society, a movement, a scene.
Tapping into culture needs to be more than, how do I make my brand cool? Cultural strategy is the act of understanding, contextualizing and applying cultural knowledge to achieve an intended outcome or change, in a way that... See more
Tapping into culture needs to be more than, how do I make my brand cool? Cultural strategy is the act of understanding, contextualizing and applying cultural knowledge to achieve an intended outcome or change, in a way that... See more
Nick Susi • Culture Is the Client
A culture doesn’t have to be huge - it can just be a subset of a group, but no matter how small it is, it is still a movement, a collective of individuals striving for something beyond themselves.
The goal of cultural strategy is to influence these groups, your people, in a positive way that brings them forward, and not just yourself.
Gentrification
Can different cultures integrate equitably without changing the fabric of cultural identity?
Harlem has been a major capital of Black American culture – but as wealthier individuals and businesses have flocked into the neighborhood, it has pushed money out of the community and into commercial development. Property value has... See more
Can different cultures integrate equitably without changing the fabric of cultural identity?
Harlem has been a major capital of Black American culture – but as wealthier individuals and businesses have flocked into the neighborhood, it has pushed money out of the community and into commercial development. Property value has... See more
Nick Susi • Culture Is the Client
In order to get permission, we need to go beyond our interest in trends, passively educating ourselves, showing appreciation and even giving credit. We should do all of these things, but this alone is not enough.
It needs to push further and get into the details of every aspect, from start to finish.
Relationships from within a culture must be a... See more
It needs to push further and get into the details of every aspect, from start to finish.
Relationships from within a culture must be a... See more
Nick Susi • Culture Is the Client
We need to operate like culture is the client.
If a culture is our client, are we talking to the right people? If we’re talking to no one, that’s definitely not enough. Could you imagine working with a client that you’ve never met or talked to before? American society in particular pushes us to compete as individual experts of cultures. But our role... See more
If a culture is our client, are we talking to the right people? If we’re talking to no one, that’s definitely not enough. Could you imagine working with a client that you’ve never met or talked to before? American society in particular pushes us to compete as individual experts of cultures. But our role... See more
Nick Susi • Culture Is the Client
Our relationship with a culture shouldn't look like a scientist peering through a microscope.
If we just passively observe from the outside, and don’t we don’t form direct, active relationships with the leaders, artists, elders, people with lived experiences that make and change a culture, how can we truly be an expert or an advocate?
Further, if... See more
If we just passively observe from the outside, and don’t we don’t form direct, active relationships with the leaders, artists, elders, people with lived experiences that make and change a culture, how can we truly be an expert or an advocate?
Further, if... See more
Nick Susi • Culture Is the Client
For the show itself, they used a simple blue runway on the beach, instead of a set that would have obstructed the natural surroundings, or even damaged them. At one point in the evening, they gave a native Hawaiian blessing. But it was important to the community that the sacred moment wasn’t commodified, so no one was allowed to record it with... See more
Nick Susi • Culture Is the Client
Not just respect of another culture, but an adoration for it. To elevate and express it through your own work.
2. Consequence
Too much of this tapping into culture is exploitative appropriation – withdrawing and redirecting the value of a culture away from the culture itself, for financial gain, without substantive reciprocation, permission and/or compensation, regardless of whether or not that was the original intent. This becomes particularly problematic... See more
Too much of this tapping into culture is exploitative appropriation – withdrawing and redirecting the value of a culture away from the culture itself, for financial gain, without substantive reciprocation, permission and/or compensation, regardless of whether or not that was the original intent. This becomes particularly problematic... See more