idle gaze 031: selling future aspiration.

• A look of unmatched confidence: Look into those steely, fixed eyes of Willem, Jo and Jerry above. Feel how they exude a sense of authority, ingrained wisdom and confidence. They have worked hard, and become the masters of their trades. Supremacy achieved not through follower numbers, but from cold, hard, lived experience. It provides substance and

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Right now the most valuable currency in the aspiration economy is newness, novelty and youth. Marketing and advertising, especially across fashion, is all about selling a lifestyle and image for your current self. Future chronological chapters of your life are deemed irrelevant. But these partnerships challenge that assumption. They sell the idea t... See more

A recent New Yorker piece explored the psychology behind how we view the tajectory of our lives. Current research tells us that when it comes to looking back at our past and into our future, people can be categorized into two camps: dividers, and continuers.

For dividers, their past and future selves feel like strangers - fictional characters from a... See more