Pamela Anderson is a master class on rebranding
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... See more
Copy link • idle gaze 031: selling future aspiration.
In the old world of broadcast communication that Naomi Klein wrote about, promotion was limited to a few channels, so multinationals with massive advertising budgets had the power to sell a brand monoculture. Now every night, on Twitter, on Instagram, on TikTok, we scroll and see brands smushed up next to real people in the feed. Branding
... See moreToby Shorin • Life After Lifestyle
The brand is about abundance - about being a student in life. Dua is the final realization of a European pop star - embodying truly equal parts work and play, eshewing contemporary it girl capitalist side ventures (i.e., a shoddily-made skincare/makeup brand) in favor of promoting cultural and literary fluency, not likely for any large monetary... See more