menu

The Misguided Extremes of Fast Fashion and the Branding of Nostalgia

The Misguided Extremes of Fast Fashion and the Branding of Nostalgia
Advertising

Gill Linton explores the work of photographer Chase P Coughlin, who chemically manipulates found vintage photographs of strangers, creating a sinisterly voyeuristic and agitating commentary on the over-polished marketing of Nostalgia.

Gill Linton
  • 21 december 2010

Undertow, Chase P Coughlin

I will have lived in NYC for 11 years come the New Year.

Like most Brits, I started out in the West Village – although by way of North London’s somewhat lovingly grimy Stockwell, I should have come straight to the Lower East Side, where I moved 3 years later to escape the Conde-nastation of the Meat Packing district.

I now live in the same street as bankrupt condo buildings, a Gelato, Libation, a Comfort Inn, Steve Madden, not to mention dozens of clinically spanking ‘upper east side’ style art galleries.

For my last ramble of the year, I’ve decided not to bang on about fashion, specifically. Turns out, my visit to a Lower East Side gallery show last week, was a severe and contrasting reminder of how the over consumption of ‘fast-fashion’ has cultural consequences, far beyond the badly fitting, head to toe trends that regularly stagger the street between the Dark Room and Libation, and back to the Dark Room via the kebab stand, (I can’t say kebob, anymore than I will high five anyone.)

Suburban Legends, a show at Window Gallery on Orchard Street, features work by artist/photographer Chase Coughlin who chemically manipulates found vintage photographs of strangers, creating a sinisterly voyeuristic and agitating commentary on the misguided extremes of fast-fashion culture and the over-polished branding of nostalgia.

Carbon, Chase P Coughlin

Like many people who didn’t actually experience it, I have a romanticized view of the L.E.S and East Village of the late 70’s and early 80’s. What I liked about Coughlin’s work was that it made me feel, what I imagine, it was like to be here then. In a tiny and grungy shop front, a millions miles from the sheet-rocked galleries surrounding it, you could tell he was flipping the finger, as the press release described ‘Through his display of the narrow-mindedness and decay found in his native mountain town.’

Maybe not so different from where we were?

Pearl, C P Coughlin

This was the decade we spent too much money buying too much crap, and in the typical cycle of recessionary shifts, quality and heritage is now important to us, or at the very least it’s what’s being marketed to us. (Do we really know what comes first?)

Personally, I break out in hives at the polished marketing of nostalgia as much as I do fast fashion – it’s all faux at the end of the day.

There’s something purposefully uncomfortable about fucking with nostalgia and what Coughlin did was just that. He saved us from another trite trip down memory lane.

And that, my friends, is how vintage will be the future of fashion.

For more info: CJ Swanton: swanton.pr@gmail.com.

Gill is a freelance creative strategist in New York, and this is her planner’s perspective on the business of fashion. You can contact her at Gilllinton@me.com.

Advertising
Trending

DIY Kit Lets You Build Your Own Wooden Bike, Boat Or Caravan

Design & Architecture
Culture Today

Messaging Add-On Helps You Correct Your Friends’ Bad Grammar

An iMessage sticker pack will help you copyedit text messages

Automotive Today

Mercedes-Benz Introduces A New Electric Mobility Brand

The separate entity aims to simplify the identification of Mercedes EV products to customers

Trending

Get PSFK's Related Report: Future of Work

See All
Mobile Today

Tinder’s New Feature Makes Swiping A Group Effort

The dating app wants to democratize its gestural interaction by buying in to the social polling trend pervasive among millennials

Related Expert

Daniel Lubetzky

Sustainable Business

Syndicated Today

Autonomous Garbage Drone Prevents Trash From Reaching Deep Ocean

The solar-powered WasteShark collects refuse closer to the source: the harbor

Automotive Today

Aston Martin Reveals Its Own Luxury Powerboat

The sleek AM37 echoes styling elements from the British brand's sports cars

Advertising Today

An Escort Website Fights Violence Against Sex Workers

The advocacy campaign from McCann aims uncover the human toll of the exploitative industry

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed september 28, 2016

Energy Expert: How American Consumers Are Taking Control Of Their Power Use

Jennifer Tuohy, green tech expert at The Home Depot, discusses green home technologies and developments for renewable technologies in US homes

PSFK Labs Yesterday

The 10 Steps To Discover, Hire, Develop Your Next Leader

PSFK's Future of Work report outlines key steps in the employee development path to empower next-gen leaders

Culture Today

LIFE Magazine Relaunches In Pure VR

The general interest periodical, which ceased publication in 2000, has turned into a portal for virtual reality content

Mobile Today

Reorder This Detox Drink With A Simple Text Message

Dirty Lemon is streamlining its communication by letting customers place orders, ask product questions and request help exclusively through chat

Op-Ed Today

The Future Of The American Workforce Requires Unbundling College Education

President of JetBlue Technology Ventures: developing corporate education programs for non-traditional students

Retail Today

Gilt’s Pop-Up House Is The Kind Of Store You’ll Want To Live In

The New York City townhouse plays host to the latest in retail inspiration, curation, and lifestyle activation (and some libations, too)

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Mobile Today

Registering To Vote Is Now Just A Text Away

A new bot aims to mobilize underrepresented groups this election season through SMS and Facebook Messenger

Africa Today

Virtual Reality Game Gives Lessons About Emergency Birth Care

LIFE is a serious tool that takes advantage of new technology to help save lives

Luxury Today

Shoe Repair Has Moved Onto Your Phone

Cobbler Concierge is an on-demand service to get your footwear fixed online

No search results found.