MK

Welcome to the flat era of fashion. Flat is what happens when consumers buy clothing on the basis of how it looks in two dimensions, in an image to be shared on social media.

It’s that these reactions are so normalized online that they’re almost boring.

Twitter was for talking to everyone —which is perhaps one of the reasons journalists have flocked to it.

Researchers have found instead that the distribution of attention remains highly unequal across a wide range of digital contexts, ensuring the hypervisibility of a few and the invisibility or near-invisibility of the great majority. The winner-take-all (or winner-take-most) logic, sustained in part by algorithms that ratify and reinforce what is

Flat is in essence a process of homogenization. Today it doesn’t matter where an influencer lives, because she dresses like she’s from the internet, and that’s all that counts.

Cultural production is ever more finely attuned to attention, which is ever more pervasively measured and monetized. Commerce and culture are locked in an ever-tighter embrace.