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Everyday excess: what’s the deal with fashion’s obsession with supermarkets?
In this week’s newsletter: From a bag riffing on Lidl’s all-butter croissant to a Moschino celery clutch, the industry has a soft spot for designs inspired by the ‘big shop’
“Supermarkets are visually appealing with stocked shelves, colourful packaging and endless offerings to satisfy our tastes,” says Melissa Marra-Alvarez, curator of education and research at the Museum at FIT in New York City, and co-editor of Food and Fashion. Wearing these kind of designs could be seen as an attempt to signal a sort of salt of the earth mentality, despite being able to afford to spend a grand on a bag with Tony the Tiger on it.Dr Gaby Harris, lecturer in fashion cultures at Manchester Metropolitan University, says: “We can see this as a playful relationship between ideas of excess and everydayness.” “I think we shouldn’t underestimate the real consequences of this consumer culture,” Harris says, “which privileges wealthy and elite groups to perform an ordinariness, all the while benefiting from a system that sees those from lower income backgrounds unable to afford basic necessities.”
Or read this on The Guardian