Loreto

HIP AS OFFICIAL CAPITALISTIC STYLE

The matter of hip culture is in my opinion a question of adaptation. All of us can tell of the pression of projecting a determinated image, and it seems to me that styles stay for prêt-à-porter identities.

I don’t have any particulary stance on treds and the goals of men fashion market in USA, but I understand that the phenomenon is not full representative of the situations that we may find all over the globe. Actually I think that the reception of these marketing decisions changes depending on many factors above which I stand out geopolitic situations.

I think that the so named mass culture represent itself not as a solid and equal distributed reality and neither do the counterculture, and although globalization plays an important role in todays ways of living we always may find different expectations among societies and the social expectrum.

In this sense, I tend to belive that elites all over will always try to find a way to distinction themselves and with the usefully help of marketing proffesionals and image experts it is possible to convince the entire population of follow them, perhaps not in order to achive the same status but at least to make a functionally ecosystem, in this case, style-system.

As it is written in the book we comment, the creative workers play a main role in this squema it appear to me that they wake up everyday thinking in new market segmentations and in new packetted differences. It can be a trouser, or it can be a mood, the bigger the catalogue, better the adaptation to what it is meant to be.